When supermarkets and healthcare chains began to take a sizeable market share from traditional Danish pharmacies, their union (the Danish Pharmacy Union) decided to act. They asked us to help them move away from their perceived image as old-fashioned stores you only went to if you were sick, and reposition them as modern centers 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 modernize the image of its members, making the pharmacy experience relevant to today's health conscious customers while retaining its 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 program 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 recognizes instantly.