The brand Chemist Warehouse is an Australian operating a chain of retail pharmacies. The company is Australia’s largest pharmacy retailer and employs over 8,000 staff. The company brands itself as offering discounted prices for pharmaceutical goods.

Chemist Warehouse is famous for its tackiness, and this is memorable to consumers in the growth stage of the business. But as the business is reaching a maturity stage, it is expected to evolve, and a sense of professionalism needs to be established to its consumers to anchor a position in the pharmaceutical industry.

Furthermore, with the re-branding, the targeted objective is made to change the perception that Chemist Warehouse is also not just a cheap company, but rather a well maintained high quality chain with the same low prices for branded healthcare, lifestyle and pharmaceutical goods.