Brandinstinct has been working with Pharmacy Chain 36,6 over the past 4 years. 36,6 embarked on an ambitious expansion programme and introduced a wide range of own-label product brands in its shops.‘While private label is often rightly derided as cheap imitation, 36,6 is a horse of a different colour altogether. 36,6 appeal across customer segments with their wide stable of brands and therefore needed design solutions to that allows them to continue winning market share while maintaining a slightly premium positioning.

Rather than opting for copying the market leaders, our focus was to really build the 36,6 brand overall the long term, eschewing quick wins for sustainability,’ says Andrew Morris a key member of the Brandinstinct team.‘The main challenge for us was to develop a packaging system that would help build the growing brand and one that would be flexible enough to incorporate other brand signals and a myriad of copycat products. The chain is planning to release over 100 products this year,’ continues Andrew. Brandinstinct has worked as the agency of record for the retail chemist and designed and launched over 30 brands for 36,6 to date.

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