Redesigning the visual identity for one of Goa's most recognized Pharmacy chains
Farmacia Salcete, Goa | Visual Identity / Rebranding | 2019
Salcete Pharmacy was established in 1932 and since then, it has constantly striven to be the brand that always does something new and out of the box for making their customer's lives easier. When the Kare family approached me for their design, the only emotion I could feel was elated. Over the year after closely studying the market in Goa and closely working with Kare family on every step, the final identity was ready.
The Blue Green combination existed in their previous branding and we decided to keep that as a brand callback. There was a new darker blue introduced in addition to the two colors and the new motif signified the pharma cross in the center. The border crest around the logo was designed to look like a capsule and it also helped make the logo prominent in advertising.
Most of the elements and illustrations we designed for the pharmacy was on a lighter background. The darker background was reserved for achieving higher contrasts like signboards and digital usage.
For the pharmacy, we developed a lot of elements to really let the brand speak as the client wanted to get in a bit of a playful element towards the whole brand and let go of the whole serious and grim vibe which usually came with a pharmacy. We really wanted things like the packaging and danglers to be memorable and really recognizable, even from a distance. But the main focus here were the calendars. Every year Salcete pharmacy gave away their famous 'stick on' calendars to their customers. But this year, they got the new brand makeover.
Since the brand was planning big on E-Commerce with medicine delivery, we also designed their delivery packaging which would travel safe with the runners.
As the new branding took shape, one thing was very clear - the messaging had to be tongue in cheek & smart. To achieve this, we took an obnoxious route and came up with this ad campaigns which are humorous, yet with a message of wellness.
The digital advertising of the brand was mostly to be app focused. The aim was to get maximum people to download the app and interact with it. Salcete Pharmacy will soon be launching Goa's first Pharmacy app (Case study to follow) and wanted maximum attention to this while we were designing the digital messaging of the brand.
The new brand identity is currently in the process of being gradually rolled out and shall soon be widely visible by mid 2020.
