Friendly pharmacy

11 : 08 : 2016 Health : Anti-authenticity : Rebranding

New York – Creative agency Franklyn has branded healthcare service Capsule to bring it in line with the changing aesthetics of pharmacies.

  • Pharmacies are experimenting with their branding and adopting more playful aesthetics
  • Capsule connects customers to pharmacists online
Capsule by Franklyn, New York Capsule by Franklyn, New York
Capsule by Franklyn, New York Capsule by Franklyn, New York
Capsule by Franklyn, New York Capsule by Franklyn, New York
Capsule by Franklyn, New York Capsule by Franklyn, New York
Capsule by Franklyn, New York Capsule by Franklyn, New York

Shifting away from the sterile colour palette typically associated with pharmacies, creative agency Franklyn has infused Capsule’s materials and packaging with bold yellows, blues and oranges. A series of playful patterns and motifs depict pills, vitamins and other medical paraphernalia as cityscapes, hearts and kaleidoscopic prints.

The language used in Capsule’s communications is personable and upbeat, compared to the formal tone of traditional medical institutions, and in line with our Anti-authenticity Marketing macrotrend. According to the company website, Capsule is ‘the type of pharmacy made up of friendly, caring pharmacists who call you ‘dear’. We are also people who take pleasure in looking after people’.

The Big Picture

Healthcare brands are drawing on the power of emotions to connect more deeply with consumers. Read our Soft Aid design direction to learn more.

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