As a family-run franchise, Australian based Terry White chemists were struggling against supermarkets with lower cost structures. Terry White needed to distinguish themselves by providing something that was exclusive to all 160 stores, would build trust with customers in an extremely difficult market, and look fresh and simple. Elmwood created an entirely new ‘private label’ range. The challenge was creating a recognisable image that was flexible enough to extend across multiple health and beauty categories in store. Elmwood designed the 24 Daily brandmark to cater to the everyday needs of Australian families. The new brandmark led to a 14% gross profit increase for mouthwash and 5.5% gross profit increase in therapeutic skincare. In the first two months alone, 24 Daily became the No.1 in gross profit across the mainstream toothbrush and mouthwash categories per store. Overall, the new design saw a vast 343% increase in monthly sales per store in 2013.