Apotek Hjärtat Design & Branding APOTEK HJÄRTAT by BVD

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Industry Health & Pharmaceuticals, Health & Pharmaceutical Products
Media Design & Branding
Market Sweden
Agency BVD
Released January 2010

Credits & Description

Category: Consumer Products
Product/Service: PHARMACY
Agency: BVD
Media placement: Store Concept - Pharmacy - 2 January 2010 - 2012/Present
Media placement: Packaging - Pharmacy - January 2010 - 2012/Present
Media placement: Printed Matters - Pharmacy - 2011
Media placement: Exterior Signage - Pharmacy - 2 January 2010 - 2012/Present

Describe the brief from the client
The assignment was to create a new graphic identity for Apotek Hjärtat, the largest independent brand on the Swedish pharmacy market. Apotek Hjärtat wanted their new graphic identity to communicate credibility, knowledge and health in a modern and inspiring manner as well as typifying a pharmacy in a clear and smart way. The logotype should be applicable across many different types of media profiles.

Describe the challenges and key objectives
The Swedish pharmacy market was deregulated in 2009 after being a government owned monopoly. In 2009 new independent brands were introduced into the market, one of them being Apotek Hjärtat. The challenge was to build a completely new brand and launch it on a mature market. Our aim was to create a logo that could win the hearts of the Swedish people. The greatest challenge was to find a balance between knowledge and credibility on one hand, and cordiality and service on the other.

Describe how you arrived at the final design
The traffic-light green colour is an obvious signal that is easy to see and identify. The iconic heart symbol is unique because of its opening in the centre, which creates a feeling of openness and welcome. The rounded shape of the heart (and in the typeface) is an important element for the overall impression. The sharp and the soft round dots is a graphic tool that is used to vitalise printed matters and packaging.

Give some indication of how successful the outcome was in the market
“Apotek Hjärtat is the player that comes top of the list when it comes to knowledge and in second place (after Apoteket, owned by the state) when it comes to how well the clients recognise the logo.” – Market, an independent consumer test magazine, in April
“We have succeeded with a graphic identity that is clear, particularly in the shop environment,” says Apotek Hjärtat’s vice president and marketing manager Bodil Eriksson to Market.