For over 165 years, Brunet has looked after Quebecers’ healthcare needs through its network of affiliated pharmacies. Brunet was seeking to reaffirm its positioning in the healthcare sector by refocusing on what its brand truly is: a brand renowned for offering the best “healthcare” service in its category and for its closeness to clients and patients. At the same time, the entry into force of Bill 41 (a bill amending the Pharmacy Act) expanded pharmacists’ scope of practice, allowing them to now prescribe certain medications, administer vaccinations, and renew or adjust prescriptions.

Shop Facade
Small table with papers
Colorful animation with the letter B
Small table with prices

Brunet came to us to revamp its entire graphics platform and the brand’s visual identity. We also had to come up with an advertising campaign to reconnect with the customer base, one that would create an emotional link between the brand and its clientele. The goal was to raise the brand’s awareness and to highlight all of the services that pharmacists are now able to offer via Bill 41.

We had to shine the spotlight on pharmacist-owners associated with Brunet, while at the same time making all of the details of Bill 41 more digestible, intelligible, and aesthetic—an approach that, until now, the competition had not yet exploited, given the complexity of approaching it from a deontological perspective.

Brunet TV AD

We created a streamlined visual environment in which the brand identity is given its rightful place through the use of various shades of blue and a simplified decor. Our first major recommendation was to work with real pharmacists and to create the following communication structure: “Your first stop is David, pharmacist-owner” (an adaptation of the former slogan “First stop, Brunet”).

We wanted to convey genuine humanity that would bear witness to Brunet’s true benevolence in its approach to health. No actors, no models. To give the brand a more human face, we recommended the use of a new, softer, more empathetic voice—that of Anne-Elisabeth Bossé—along with new original music and a new jingle.

Brand Guidelines
shop facade
animation logo brunet
shop facade

“The revitalization of the brand and the new advertising campaign prompted several positive reactions internally, as well as arousing a strong feeling of pride. A breath of fresh air that has done a world of good for our brand equity.”

– Véronique Simard, Marketing Director.


VP - Client Partner : Eve-Marie Boutet
Client Partner: Barbara Caselli
Creative Direction: Ludwig Ciupka, Charlene Sepentzis
Art Direction: Laetitia Combebias
Web and TV video Director: Sébastien Duguay
Copywriting: Marie-Claude Girard
Set Design: Grégoire Steunou
Production: Joëlle Binet
Production Asst.: Jonathan Giroux
MUA/Hair: Valeria Amirova
Stylists: Léa Grantham-Charbonneau, Frédérique Gauthier
Photograph: Richmond Lam
TV Colorist: Simon Boissonneaux
Web Colorist: Jean-Michel Simard
Mechanic: Olivier Guillemette
Motion Designer: Raphaël Laflamme
Original Music and Audio Mix: Cult Nation

Branding and Graphic Platform

VP - Client Partner: Eve-Marie Boutet
Client Partner: Barbara Caselli
Creative Direction: Charlene Sepentzis
Graphic Designers: Joanie Brisebois, Marie-Pauline Drouot
Production Designers: Mateusz Markiewicz, Jean-Michel Lavoie, Rafik Andraos
Environmental & Experience Designers: Olivier Paré, Virginie Gagnon
Copywriting: Élyse Noël De Tilly
Production — Campagne: Joëlle Binet
Directeur — Campagne: Sébastien Duguay
Photographe: Vincent Castonguay
3D Supervisor: Maxime Roz
3D Artists: Jean-Michel Simard, Hugo Boesch
Motion Designer: Raphaël Laflamme

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