Priceline Pharmacy has launched a new visual identity in collaboration with strategic and design agency, Houston Group. The new brand strategy, titled 'the heart of health and beauty', aims to highlight Priceline Pharmacy's combination of health expertise and beauty experience.

The refreshed brand includes a new logo featuring a stylised 'heart and cross', with the green cross representing pharmacy as a community health hub. The brand refresh also modernises the iconic elements of the current brand, including the pink colour and the graphic language.

"Priceline has been a major player in the Australian pharmacy market for decades, it’s been an exciting process to leverage their strong heritage and evolve their positioning and brand assets to ensure continued future success," said Stuart O’Brien, founder and CEO of Houston Group.

Corrina Brazel, Wesfarmers Health’s Head of Retail Marketing, added, "This rejuvenation of the brand reflects our position as a leading health and beauty retailer with new and exclusive products and exceptional Pharmacist-led services. Nobody else in the market offers the combination of health expertise and beauty experience – at an affordable price point – that Priceline Pharmacy does."

Priceline Pharmacy recently announced the launch of new product brands including Bubble, Innisfree, Yours Only and other range and product extensions. The company's Sister Club program now boasts over 9 million members, making it Australia’s largest health and beauty loyalty program.