When supermarkets and healthcare chains began to take a sizeable market share from traditional Danish pharmacies, its union (Danish Pharmacy Union) decided to act. They asked us to help in moving away from their perceived image as rather old-fashioned stores you only went to if you were sick—and reposition their members as modern centres for professional health guidance.

Every town in Denmark has a pharmacy and people have a long, trusting relationship with them. We helped the union define its future brand strategy and modernise the image, making the pharmacy experience relevant to today's health-conscious customers while keeping century-old positive associations. The Apotek name and new visual identity uses our custom Pharma font, inspired by type from old pharmacy jars. Signs are made from traditional materials: brass, glass, and gold leaf—which, just like the pharmacies, simply get better with time.

The sheer scale of the identity programme makes it one of the largest and most ambitious ever created in Denmark. Independent pharmacy owners have embraced the results and applied the guidelines consistently and effectively. Pharmacies throughout the country share the same professional and trusted image that the public recognises instantly.

For further information, please contact senior project manager Lars Larson

or founding partner Bo Linnemann