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Brief Published: 14 Feb 2012

Pharmacy Rebrands Itself in Technicolour


Swedish pharmacy chain Vårdapoteket’s super-colourful new brand identity introduces an unusual sense of playfulness to a retail sector unsurprisingly dominated by a clean, clinical aesthetic.

Taking the graphic design cues used on leaflets and packaging onto the shop floor, info-graphics detailing the human anatomy form the basis of the entire rebranding exercise. Swedish studio Stockholm Design Lab used illustrations and fonts similar to those found in children’s books, creating a look that shouts vitality and wellbeing rather than seriousness and treatment – an idea well worth other retailers considering.

The branding has been applied to bags, product packaging, information leaflets and booklets, as well as windows and in-store backdrops.

Stockholm Design Lab