In an ever changing world, where pre-conditions and opportunities constantly are being reshaped, a brand's success is coinciding with its ability to manage change adapt accordingly. The constant wither and die. The dynamic adapt and evolve. As a concesquence we have to develop strategic and visual concepts resting on dynamics and variation rather than strict rules and regulations.

Based on this, our work began to further develop Apotek Hjärtat towards the aspired position as the pharmacy of the future through the development of the private label brand Apolosophy. Where wellbeing and health in a wider perspective is introduced, focusing on preventive measures and letting each and every individual to be his and hers very best.

The concept for Apolosophys extensive product family was created with the different product groups in close relationship with each other. They share a common design platform and core identity, an unifying tone. As brothers and sisters in a family with common family traits, but also individuality and unique personalities. The siblings move in different contexts, have different frames of references, aspirations and expressions. The unifying, clear features that build the Apolosophy family are present, but a strategic duality allowing for each category to be relevant are equaly important.