Evolving a Trusted National Pharmacy Brand

A recent brand refresh project I was part of with the national pharmacy brand, Pharmacy2U.

The redesign is grounded in a new strategic direction, to reflect Pharmacy2U’s vision to empower people to take control of their healthcare on their own terms. The idea laid the foundation for a cohesive Masterbrand identity, brought to life through a visual design system that can flex across multiple services and channels.

A suite of primary assets has been designed to support storytelling and recognition at every touchpoint. The new illustrative iconography system simplifies messaging and brings clarity to the brand’s service offering. A redefined colour palette pairs human warmth with clinical coolness to capture the balance between emotional care and technical precision. A new headline typeface delivers confidence, while a looping underline device evokes a personal touch when highlighting key messages.

The approach to photography has been redefined to reflect the role Pharmacy2U plays in customers’ lives. The ‘U’ inspired curved shape is used to frame imagery whilst a montage effect amplifies storytelling in a flexible, layered and engaging system. The full identity comes together to deliver a clear and confident look and feel that has been built to flex across a wide and growing range of healthcare services.