Evolution Repositioning Legacy Retail Strategy Design & Experience Strategy Brand Intelligence

Chemist Warehouse

Vision for everyone

Chemist Warehouse Optometry, originally known as Optometrist Warehouse, is an expanding arm of Chemist Warehouse, offering comprehensive eye testing, care and an extensive range of frames and lenses at affordable prices. The challenge was that the stores lacked a distinctive look and feel, often creating confusion with Chemist Warehouse and leaving the experience feeling less trusted, less ownable and at times mistaken for a store trying to imitate the parent brand.

The identity was developed to give Chemist Warehouse Optometry a more refined and ownable presence, while still leveraging the strength and recognition of the Chemist Warehouse name. Centred around a clear sub-brand architecture, the system keeps the Chemist Warehouse equity intact while creating a distinct brand world that communicates deep testing expertise, approachable pricing and a broader purpose of caring for the eyes of the nation.

A brand for all

We created a brand mark that could attach seamlessly to the existing Chemist Warehouse brand, helping to clearly define the sub-brand architecture. The mark was designed to be flexible, legible and scalable, with store signage playing a key role in its development. It needed to work across different signage formats while maintaining maximum impact and clear brand recognition.

The mark also needed to perform at smaller sizes across co-branded applications. This allowed independent practices to be endorsed by Chemist Warehouse Optometry, while still giving optometrists the autonomy to prioritise clinical investment, local relevance and their own practice identity.

Tram stop with a green tram visible and an advertisement for Chemist Warehouse optometry offering two complete pairs of glasses from $299.

A brand for vision

Drawing from traditional vision testing cues, the brand builds a typography and motion system inspired by eye charts and optometry environments. This creates an immediate sense of familiarity and recognition, reinterpreted in a modern and contemporary way.

The type system is clear, accessible and easy to read, supported by a serif typeface that brings a sense of trust, care and sophistication. Together, these elements create a distinctive identity for Chemist Warehouse Optometry, while clearly separating it from the Chemist Warehouse master brand.

Pamphlets and a flyer advertising bulk-billed eye tests at Chemist Warehouse Optometry, showing an eye examination device and glasses illustration.

Interior of a Chemist Warehouse Optometry store with computer desks, black chairs, and eyeglass displays featuring brands like Ray-Ban, Oakley, and Prada.

Pattern of colorful eyeglasses in yellow, blue, pink, and green on a white background.

Banner with eye care themes featuring large eye illustrations, a woman undergoing an eye test, and texts promoting affordable care, full-spectrum testing, and vision for everyone.

Wall-mounted sign for Chemist Warehouse Optometry with red and blue text blocks.

Three promotional images: left shows an Instagram post about clear vision and contact lenses; center shows two women wearing glasses reading a book; right shows a person using an eye examination device with text about vision care.

Hand holding a white and blue gift bag with an optometry testing device graphic and text saying 'Endless Choices, Perfect Vision.'

To create a stronger sense of friendliness and approachability, we developed a bespoke illustration system that captures the accessible nature of the Chemist Warehouse Optometry brand. Built around the idea of lenses, overlap and clarity, the system uses focus, blur and layered elements to create a distinctive visual language. This approach helps communicate the complexity and breadth of Chemist Warehouse Optometry’s testing capabilities, while still feeling simple, welcoming and affordable.

Laptop displaying Chemist Warehouse Optometry website homepage with a banner reading 'Vision for everyone, care for all' and navigation menu links.

Sidewalk sign advertising Chemist Warehouse Optometry offering bulk billed eye testing with valid Medicare card required.

Four colorful patterned cleaning cloths arranged on a blue background, featuring eyeglass and circular designs.

The final brand system gives Chemist Warehouse Optometry a clear and confident identity within the broader Chemist Warehouse ecosystem. It elevates the experience across signage, in-store, digital and practice applications, creating a service that feels more clinically credible while still remaining approachable, accessible and value-led.
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By balancing professional eye care cues with the familiarity of Chemist Warehouse, the identity helps communicate the breadth of its testing capabilities, build trust with customers and position Chemist Warehouse Optometry as a credible, everyday destination for affordable vision care.