Patients are accustomed to the physical reassurance of a high-street pharmacist. Migrating them to a digital-first subscription model demanded an identity that immediately communicated safety, legitimacy, and professional rigour. The challenge was to avoid appearing like a generic discount retailer while clearly articulating the significant cost savings that form their core value proposition. The brand needed to feel established and secure from day one to encourage users to transfer their prescriptions.

The new identity utilises a clinical blue palette softened by approachable typography, signalling both medical expertise and modern convenience. The website architecture prioritises transparency; the dedicated "Price List" was elevated as a primary navigation element, allowing users to immediately validate savings, resulting in high engagement on that specific page. We designed a simplified onboarding flow that guides patients through prescription transfer and subscription setup with minimal friction, ensuring the interface feels secure at every touchpoint.

We mapped user journeys for varying demographics, from digital natives to older patients requiring ongoing maintenance medication. This informed the wireframing phase, where we focused on simplifying complex regulatory requirements into digestible steps. Design iterations centred on striking the right balance between an e-commerce feel and a medical service portal. Development prioritized secure data handling and fast load times to maintain user confidence during the critical checkout and subscription phases.