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Diagnosis and treatment for a drugstore

State-owned Apoteket has 350 drugstores in Sweden, making it the biggest franchise in the country. Besides its core business, Apoteket supplies the healthcare sector with pharmaceutical drugs, while also providing health-related services to employers.


On the heels of a decentralization of the market in 2009, Apoteket lost two thirds of its business. To stay competitive, the brand was in urgent need of a facelift. Though positive and appreciative, most Swedes remained reluctant customers (unless ill, of course). And, for better or worse, Apoteket still carried the stamp of officialdom.


A warmer, friendlier image shifted the focus from drug supplier to healthcare advisor. A revamped visual identity, new and remodelled stores as well as own-label products on the shelves strengthened Apoteket’s position as the safe, reputable choice – while at the same time launching a retail chain in step with the times.


Swedes still like Apoteket. In fact, it has gradually emerged as one of our most valuable consumer brands, with credibility soaring across the country (according to Reputation Institute and Nordic Brand Academy). And though private labels are on the rise throughout the sector, Apoteket’s product portfolio reigns supreme in medicine cabinets all over Sweden.

What we did

  • Activation plan
  • Activation tools
  • Brand activation
  • Brand portfolio strategy
  • Design applications
  • Design implementation
  • Design platform
  • Insight platform
  • Naming and nomenclature
  • Packaging design
  • Pre-study