Health & Beauty


Guardian is one of Asia’s leading health and beauty chains. In 2014, the brand developed a new strategy “Health-Led Health & Beauty”, which would leverage its strong health and pharmacy heritage and strengthen its beauty equity and product portfolio.
ODG’s aim was to create a compelling “brand-world” with clear objectives:

1. Increase Guardian’s association with beauty without losing its mind-share in health.
2. Address the existing brand perception of being serious and functional, by adding a more human and emotional touch.
3. Play a supportive role to the everyday lives of Singaporeans.
4. Achieve cost saving by maximizing the benefits of targeted and consistent marketing initiatives.


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.


ODG created a warmer and more welcoming shopping experience with softer lighting, grey flooring, colourful ceiling, and round accents inspired by Guardian’s logo and corporate colours.

Space planning was optimized to create smoother shopper flow and a better shopper experience. The health and beauty areas were made highly visible and attractive with clear signage and recognizable brand identity shapes. Through colours, visuals and shapes, the men’s zone was transformed into a more inviting and welcoming area.

ODG’s reinvention store design was reapplied to 50 renovated stores throughout the Guardian network with equally impressive results. And shoppers now find Guardian stores friendlier, more vibrant yet always professional. This case study was recently featured as an industry wide best practice at the 2013 World Retail Congress, at Marina Bay Sands, Singapore.

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