Coop Vitality

One design logic for a diverse product range

Medicines require clarity, expertise and trust. Personal care products, on the other hand, can take a more emotional and sensory approach. At the same time, pharmacy staff need to identify products quickly, while customers should be able to navigate the range intuitively.

The goal was therefore to develop a flexible design system that brings different product worlds together without losing sight of their specific requirements. Modernity, recognisability and clear orientation all needed to be equally well served.

Our approach

Our concept translates the brand’s core promise of “well-being and health” into a modern, holistic design system.

A clear design logic provides a unifying framework across different product categories, while allowing enough flexibility to address the specific needs of medicines, medical products and personal care items.

Particular attention was paid to the information hierarchy: the brand, product category and key product information must be recognisable at a glance. Clear structures and carefully balanced design elements make it easier to navigate the range, both on the shelf and during pharmacy consultations.

The new system combines modernity with continuity and can be applied consistently across a wide variety of packaging formats and product categories.

Packaging thus becomes a key brand touchpoint: strengthening Coop Vitality’s recognisability, providing clear orientation and giving the own brand a distinctive, contemporary presence in the pharmacy market.