Background
Country Care Group Founder, Rob Hogan, was looking to transform and expand his family-owned business but he could see the existing brand didn’t align with his aspirations and growth targets. VSD Creative was engaged to help solve this branding problem.

Key rebranding goals were to elevate market position, increase general brand awareness and create a brand that current and new retail consumers, businesses and Government agencies could be proud to partner with. The rebrand needed to help attract new talent to the organisation and be something that current staff were proud to be a part of.

Challenge
Country Care Group faced the following challenges in their journey to elevate their brand. Firstly, their existing brand logo was not unique, memorable or innovative. Predominantly, the brand logo was a generic map of Australia and this didn’t convey their mission to ‘Empower people to improve their everyday lives through innovative healthcare solutions’. Secondly, the focus of the brand was on disability products, this narrowed their perceived product and service offering and would hinder the business expansion. Lastly, the existing brand lacked the professionalism required to engage Government agencies, win major contracts and attract new talent to the organisation.

Solution
Our Brand Vision Discovery found that Country Care Group wanted to be recognised as the only business of choice for quality and innovative healthcare solutions, products and services nation-wide. Country Care Group was growing into a full-service provider that was also capable of handling large Government contracts.

Brand strategy was our initial priority, we suggested simplifying the name by removing “The.” The tagline ‘National Distribution, Local Service’ was deemed important to the future expansion and was retained.

The newly developed brand icon was informed by our research and insights. During the period where the existing brand logo had been used, the generic ’Australia Map’ had developed a degree of recognition and brand equity, it was to be retained, but unfortunately it wasn’t unique and didn’t convey ‘innovation’. Ultimately, the icon was inspired by an off-handed statement: ‘we want to put the care back in our country’. ‘Care’ is universally inferred by the use of the ‘heart’, we embedded that element into the icon, creating an ‘Australia’ icon unique to Country Care Group which symbolised ‘Country’ and ‘Care’.

For the wordmark, we chose a clean and modern sans-serif font with a tall x-height. This created a more contemporary look and enhanced readability across printed and digital touchpoints.

The brand rollout consisted of various brand applications. We designed brand guidelines, corporate stationery and collateral, catalogues, storefront signage, in-store signage, expo signage, press advertising, point-of-sale collateral, merchandise, packaging and uniforms.

Results
The rebrand has assisted Country Care Group with their exponential expansion from a localised store structure to a national brand. In 2022, the organisation and brand was viewed favourably by a large equity partner and Country Care Group is now expanding rapidly nation-wide.