Vårdapoteket is a Swedish pharmacy chain. We were asked to update their identity and create a graphic toolbox that stands out and distinguish itself from other chains. Due to Vårdapoteket's unique placement in hospitals and other care related locations, there is a natural connection to health. Therefore, it was of importance to create a fresh oasis in a medical environment.

The challenge throughout the project had to do with balance. In particular the balance between being a commercial operator and a trustworthy pharmacy chain. There was also the balance between sickness and health. People come into pharmacies in all states of mind and for many different reasons to a hospital, it was important to be humble but also to create a positive environment.Compared to other pharmacies, the main target groups of Vårdapoteket are unique and consist primarily of patients and hospital personnel: 2 very different groups, which we also had to balance in the project.

Sales increased by 30% after the launch in Autumn 2011.

It was important to add things that made the identity softer, more personal, more positive and also could reminiscent of something you long for in hospitals: home. Therefore, we created a strong and decorative toolbox with the inspiration taken from the human body. Organs, patterns and a strong and positive colour palette became central in both the identity and the in-store environment.