Our customer promises
Be the best in everyday accessible beauty
Winning on the high street
Be famous for campaigning
Do things properly; do whatever it takes to do it right
Be customer obsessed
Champion the new
Shout price less; talk value more
Never stop challenging
Surprise yourself and your customer
How we want our customers to see us
At Superdrug, we want our customers to see us as approachable, straightforward, real people – we're not stuck-up or pushy – no one likes the hard sell.
We want them to see us as the place to come for a friendly face and an inspirational idea (unlike the miserable discounters).
We want them to know we're on their side – from great prices to exciting new products to campaigning for the things that matter to them.
We want them to know there's no-one quite like us – and that's what makes us special.
Downloads
Introduction
The logos
- Our logos
- Superdrug master logo
- Superdrug stacked logo
- Superdrug star device
- Superdrug ‘take another look’ logo
- Superdrug.com
Tone of voice
Colours
- Colour application
- Examples of primary and secondary combinations
- Primary brand colours
- Secondary colours
Typography
Promotional and Pricing messages
- 1/2 Price
- Free
- Multiple products and fixed prices
- Pricing and product description toolkit
- Save
- Value
Icons and roundels
Photography
Message hierarchy and layout
- Communication messages
- Basic toolkit
- Selling communications: application examples
- Layout: best practice
- Personality
- Layout: what not to do
- Supporting message toolkit
- Selling communications: wire frames
- Campaign
- Brand communications: application examples
- What do you want to communicate?
Property
- Fascias
- Fixturisation
- Statutory and Operational messaging
- Uniform, unused units and business cards
- White walls, glass and windows
Pharmacy and Health
- Operational templates, campaigns and communications
- Photography
- Toolkit and logos
- Website application
