ODG created a complete brand territory centered on the brand purpose “For a healthy & beautiful city life” based on Guardian’s commitment to always provide added value. The “&” clearly links the two worlds of Health & Beauty, and also communicate Added Value, Extra Service, Benefits, etc.
ODG was also tasked with developing a new category-management design for Guardian Pharmacy at NEX, Singapore’s then-newest hub mall in Serangoon.
ODG had to reinvent the store across all its categories to ensure impactful stopping power, create clear signage for better navigation and encourage shoppers to browse and purchase. The ODG solution was to leverage the strengths of Guardian equities and create focus zones dedicated to men’s care, window animation and promotions. The new design emotionally changed the retail experience and clarified the store’s commercial offering.