Inspiring Life Long Wellness
Expertise
Brand Positioning and Proposition
Brand Identity
Branded Experience and Interior Design
UI and UX Design
App Design
Brand Application
Launch and Awareness Strategy
87
New Stores Since Launch
+320%
Increase in E-commerce Sales
800K
App Downloads
To transform a pharmacy into a world class healthcare brand.
With the role of the pharmacy changing dramatically due to digital trends, Al Dawaa needed to completely reposition their business around customer lifestyles and needs rather than just sales.
To create a brand thats builds lifelong relationships with customers old and new across the middle east.
Inspired by DNA
The branding we created is inspired by the ‘Alpha Helix’, the ribbon that protects the human DNA strand. It represents humanity, security and protection. and embodies the Al-dawaa brand essence “Care for life”.
A Wellness Service Proposition
We created a refined service proposition. The brand is now a hub for wellness needs, bringing health close to home with in-pharmacy medical advice, quality nutrition at their cafés and a specialised product range.
We have found am amazing partner in I-AM, to help us deliver our long term vision. The new store designs have led to a significant increase in the average sales per square meter.
A Serene Space
With cafes and designated areas, for seminars and meetings with healthcare practitioners, the new stores are warm and inviting; a sharp contrast to the traditional pharmacy with stacked shelves overflowing with products.
A Delightful Digital Shopping Experience
We designed over 1000 screens for mobile app and 1500 responsive web screens, covering iOS and Android operating systems and different screen formats for the web. Enhancement of the digital shopping experience such as; a hassle-free product search, simplified product categorisation, clear visual hierarchy for product cards and features for customer recommendations based on their expressed needs and concerns were essential for success.
1000+
App screens designed for iOS & Android
1500+
Responsive web screens for iOS & Android
200+
User flows
Merging Online with Offline
We integrated digital and physical elements to increase customer engagement and channel usage. These included prescription delivery, health trackers, medication reminders, pregnancy trackers, charity donations, virtual make-up applications, and enhanced visibility and attractiveness of loyalty programs.
Integrating Digital in Store
We included digital channels within the store customer journey for different modes of shopping such as, click and collect, store check-out, and booking & appointment management for store services.
Behind the scenes
Research & Insights
We interviewed current and prospective Al Dawaa consumers to better understand their real-life demands and their preferred service channel. More than 50 hours of interviews were also conducted to determine which features or service ideas resonated with them. Our work revealed that the Al Dawaa customer experience needed to be elevated by seamless health services, trained staff and a one-stop-shop format.
Strategic Workshops
The Brand Key & Customer Journey Workshops were built on the foundation of our research findings. They enabled us to explore Al Dawaa's offerings beyond products and in to services. We increased the "reason-to-visit" by developing engaging products related to wellbeing, drawing on the insights of the 13 key personas who served as inspiration for the overall design. Our four new store formats: City Centre, Mall, Neighbourhood, and Pop-Up, are the result of fully unified research, insight and design.
