Vårdapoteket ("The Health Care Pharmacy") is a Swedish pharmacy chain, one of several formed after the government monopoly on retail pharmacy was abolished and many pharmacies were sold off in early 2010. A summary of all identities launched after deregulation was published here last year. Most pharmacies went for some variation of a cross and the colour green, as did Vårdapoteket.
Last year, the Swedish design agency Stockholm Design Lab developed a visual identity that turns the pharmacies into bright places that stand out in the hospital areas where they are located. Taking inspiration from the human body, SDL worked with illustrator Kari Modén to develop colourful illustrations of organs that could be used for bags, wallpapers and advertising.
Although SDL published a case study this month, the rollout of the new identity started back in the summer of last year.
Vårdapoteket is a Swedish pharmacy chain with 24 pharmacies placed in care related locations. To distinguish and contrast themselves from the often very clinical and barren environments that hospitals make out, SDL developed a new identity inspired by the human body.
With a strong and positive color palette and a pattern based on the internal organs of the human body, a strong base for their new identity was created. This graphic language is now used in all types of applications; from in-store wallpaper to all sorts of printed material, such as stationery, retail and POS materials.
We provided Vårdapoteket with a simple and playful toolbox that creates an inspiring identity and much appreciated retail environment.
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