Work

Wedgewood Pharmacy, a compounding pharmacy serving the veterinary market, and a long-time Lorél client, challenged us to help them penetrate more deeply into large-practice clinics. The goal: do it in a way that would lead not just to a one-time sale, but also to a long-term relationship. Through interviews, research and insight marketing, we discovered that Wedgewood was perceived as competent, but large and corporate. To change that perception, Lorel developed a brand that showed Wedgewood’s true personality; caring, concerned and dedicated to the well being of animals.

Thus was created “We Care the Way You Care,” the brand identity for Wedgewood Pharmacy’s veterinarian sector. Using actual Wedgewood employees and their pets as models, Lorél photographed and produced Wedgewood’s 2010 Resource Guide, a catalog which communicated the company’s desire to produce dosage forms that would increase patient compliance and owner loyalty, while controlling costs for the veterinary clinic. Soft colors and textures generated a warm feel to the look. This brand identity was then carried through into ads, direct mail pieces, packaging and a newly designed website. And with in-house training, Wedgewood made sure that the brand was reinforced by every employee-customer contact.