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Martindale Pharma® 2011 REBRAND 100 > merit

Enterprise Rebrand
Country Base: UK - England
Industry/Sector: Healthcare, Pharmaceuticals
Below: Before and After Images in Slide Show, Summary, Credits

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Industry Setting
Martindale Pharma® is an established UK pharmaceutical brand, producing and supplying specialty pharmaceuticals to the Hospital market. The company is a market leader in niche hospital pharmaceutical products, with a turnover of 65 million pounds sterling annually.

Martindale Pharma®, part of the global giant Cardinal Health, was in the process of a management buyout. After years of being a small part of a large organization, the company found that their own brand had lost its identity within the market. The challenge was to create a corporate identity that allowed Martindale Pharma® to differentiate itself from its competitors and be taken seriously, without the fall-back of the Cardinal Health brand.

To reposition Martindale Pharma® as a company that does things differently, from the levels of customer service, to how it cares for its employees, to the intensive research that goes into its products. The branding needed to reflect this and be different from the existing “design safe” competitive environment.

The striking brand appearance portrays Martindale Pharma® as a vibrant, engaging, dynamic and innovative organization. The aim was to shake the market, creating a brand identity that was not fashionable but long-lasting; a new design place in the market, where others may follow.

A dynamic pharmaceutical brand that does things differently and is now fighting above its weight in the healthcare sector. The brand identity has been welcomed as a breath of fresh air to both Martindale Pharma’s revitalized employees and to its newly engaged customers and partners.


Client: Martindale Pharma® -
Sales and Marketing Director: Steve Harvey

Brand Strategists/Designers: Dandelion -
Managing Director & Partner: Steve Howard
Creative Director, Designer: Alex Pataca
Project Management: Lisa Page


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