Agency: Everland
Design Director: Mikael Tonning
Location: Denmark
Project Type: Produced
Client: Apotekets
Product Launch Location: Denmark
Packaging Contents: Perfume, Health and personal care, lotion
Packaging Substrate / Materials: Plastic

Apotekets is a private brand of high integrity within health- and personal care. The range includes 250 products across 23 categories. Linked to the Danish pharmacies through name and as primary sales channel, each product is carefully selected and developed to meet the expectations of professionalism, expertise and functionalism that follows the highly acknowledged retail business.

But how do you cohesively and continuously reflect a proud pharmacy heritage and integrity as the market evolves and your range expands – and in different directions? We turned the challenge into the brand’s advantage and rejuvenated the brand experience through a revised strategy, new product segmentation and updated design.

The product portfolio was divided into two overarching categories: healthcare and personal care. Each clearly defines the experience and makes it easier for consumers to navigate the product propositions, all while cementing the shared brand promise: Responsible efficiency.

Everland designed the new range of products, including the identity and logo that will be used beyond the packaging. The colours segment the products and tap into existing categories, while the typeface is developed by our sister-agency, Kontrapunkt.