When the Swedish authorities deregulated the previously state-run pharmacy market, Apoteket found itself in a competitive free-market environment.
The pharmacy’s Apoliva brand of hair and skincare products, whilst functional and effective, was perceived by consumers to be somewhat basic and boring.
Apoteket wanted to position Apoliva so that it could compete with established brands in the beauty sector.
A beauty expression for the entire brand including a new logotype and custom typograhy. With a new approach to the naming system, designed to help consumers easily distinguish between the various Apoliva product ranges, we updated designs across more than 200 product lines. The impact of the relaunch continues to be felt with sales across the range increasing by 33% since the designs were unveiled.