Swedish pharmacy Vårdapoteket has recently adopted a crisp, unconventional graphic identity quite distinct from the uninspired design that traditionally permeates the realm of pharmacy branding. According to the designers at the Stockholm Design Lab (SDL):
Vårdapoteket is a Swedish pharmacy chain with 24 pharmacies placed in care related locations. To distinguish and contrast themselves from the often very clinical and barren environments that hospitals make out, SDL developed a new identity inspired by the human body.
With a strong and positive color palette and a pattern based on the internal organs of the human body, a strong base for their new identity was created. This graphic language is now used in all types of applications; from in-store wallpaper to all sorts of printed material, such as stationery, retail and POS materials.
Vårdapoteket certainly strives to stand out amongst the clinical settings surrounding their retail outlets, and I beleive the company and their designers effectively created a likeable and enthusiastic visual personality that sets them apart. The iconic illustrations are by Swedish artist Kari Moden.