When Apoteket found themselves in a competitive environment for the first time, we helped them take Apoliva from a functional own-brand product line, to a modern beauty brand capable of holding its own against leading brands in the sector.
The brief
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, were perceived by consumers to be somewhat basic. Apoteket wanted to build on their reputation for producing quality products made with carefully selected ingredients, and position Apoliva so that it could compete with established brands in the beauty sector.
What we did
We created a clear and strong beauty expression for the entire brand (both brand recognition and a strong brand name), and on the other hand, a clear distinction between the different categories. We began with a custom typeface - elegant and modern, reflecting the brand’s core values and created a distinctive look and feel to be rolled out across the entire Apoliva product range. With an updated 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
The impact of the relaunch continues to be felt with sales across the range increasing by 33% since the designs were unveiled.
Apoliva
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Apoliva

Apoliva visual idnetity and packaging by Brand Union Stockholm
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