Ayrton Saunders has been supplying pharmacy specialities to the world since the company was established in Liverpool in 1868. In 1998 Ayrton Saunders were acquired by the O’Brien’s Group, a privately owned pharmaceutical company with 40+ retail pharmacies and a wholesale division.

Late in 2005 we were recommended to the O'Brien's Board and asked to evaluate the existing brand identity with a view to modernising the mark and retail packaging. Ayrtons retail distribution focused on Manchester, Liverpool, Northern Ireland and Éire. Our research showed that whilst Ayrtons loyal customer base saw the brand as part of their regional heritage younger people saw it as old fashioned and out dated. The board were keen to sweep away all the existing collateral but agreed to our proposal to keep a thread of history running through the new mark by evolving it out of the original and retaining the "Family Healthcare Since 1868" strap line on specific product groups. New retail packaging was designed for three core groups, the existing Family Health Care plus two new ranges: Women's Healthcare and Toddler and Baby.

The Original Mark
Whilst the original 1940's mark was looking it's age, it did have certain qualities that we wanted to retain.
The New Branding
The new mark was designed to evolve from the original. The new shape is softer, the typography crisper and more legible. The mark is more distinctive.
Women's Healthcare Packaging
For this new range we wanted to break away from any preconceptions of what Ayrtons had been and appeal to a younger female audience.
Family Healthcare Packaging
The original Ayrtons product group required a root and branch redesign. They now have a crisp, mainstream look that can be applied to any packaging form without losing the key visual cues.