VÅRDAPOTEKET by Stockholm Design Lab for VARDAPOTEKET I NORDEN

VÅRDAPOTEKET

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Industry Health & Pharmaceutical Products
Media Design & Branding, Case study
Market Sweden
Agency Stockholm Design Lab
Creative Director Björn Kusoffsky
Art Director Nina Granath
Illustrator Kari Moden
Released June 2012

Awards

Cannes Lions 2012
Design Lions Consumer Services Bronze

Credits & Description

Type of entry: Brand & Identity Experience
Category: Consumer Services
Advertiser: VÅRDAPOTEKET I NORDEN
Product/Service: PHARMACY
Agency: STOCKHOLM DESIGN LAB Stockholm, SWEDEN
Advertiser VÅRDAPOTEKET I NORDEN
Product PHARMACY
Entrant STOCKHOLM DESIGN LAB Stockholm, SWEDEN
Type of Entry: Brand & Identity Experience
Category: Consumer Services
Title: VÅRDAPOTEKET
Advertiser/Client: VÅRDAPOTEKET I NORDEN
Product/Service: PHARMACY
Entrant Company: STOCKHOLM DESIGN LAB Stockholm, SWEDEN
DM/Advertising Agency: STOCKHOLM DESIGN LAB Stockholm, SWEDEN

Creative Director: Björn Kusoffsky (Stockholm Design Lab)
Art Director: Nina Granath (Stockholm Design Lab)
Strategist/Account Director: Linn Eklund (Stockholm Design Lab)
Illustrator: Kari Modén (Kari Modén Illustration)
Production Manager: Camilla Nilsson (Stockholm Design Lab)
Graphic Designer: Lisa Fleck (Stockholm Design Lab)
Urban Design: Erikjarlöv (Architect)
Urban Design: Anders Ohlin (Architect)

Brief Explanation
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.

Describe the brief from the client
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.




Describe the creative solution to the brief/objective.



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.




Describe the results in as much detail as possible.



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