Farmacity. I (Heart) Farmacity

•

Farmacity is Retail Corporation based in Argentina. Its stores are a combination of Drugstore, Pharmacy, Prescriptions & Health Products. As one of the largest and most important companies in the field, they speak to a large percentage of the population. (Heart) Farmacity is a concept developed by Hueso for the Brand and its Campaign. We wanted to build an idea and a fun form of communication that connected People with the Brand.

The process started with a set of icons & illustrations that in its combination could build a sentence or create a dialog. In some cases the message was a Specific Offer, others it was just Brand Spirit. The system of shapes, colors and grids was thought with print, digital, in store and animation in mind. We've also worked on the tone of the brand, what to say and how we said it. As the strongest Drugstore Brand in Buenos Aires we wanted for the tone to be empathic, mainstream but with an edge.

The proposal was pitched and green lit. It went on production and later on it was canceled. The brand decided to do something else entirely, which was a bit sad and will not be sharing. Hope you like this as much as we do.