The Republic of Serbia Intellectual Property Office published the registration of the “Apothecary LAB” trademark in the IP Gazette
After five years of research and work on products inspired by regenerative medicine based on bio-science and bio-technologies, Apothecary LAB will present an innovative brand characterized by dermocosmetic products based on natural ingredients and encouraging the regeneration of healthy skin cells. The special scientific line of high-quality premium cosmetic products for skin care that will be presented by Apothecary LAB is designed and created by pharmacists and represents a unique private recipe of products containing natural ingredients, the premiere of which is scheduled for this year.
The construction of Apothecary LAB products commenced in 2020. Over the course of five years, extensive research and development were undertaken to establish the brand, develop its name, and create its line of skincare products. Foster + Svensson marketing agency played a pivotal role in crafting a creative solution for this endeavor. Notably, Apothecary LAB was launched simultaneously with the establishment of Apothecary luxury drugstore. However, product and brand development were executed concurrently and over an extended period, reflecting Apothecary’s commitment to maintaining exceptionally high standards in its work.The construction of Apothecary LAB products has been underway since 2020, where over 5 years were spent researching and building the brand itself, the name and the line of skincare products, with the help of the Foster + Svensson marketing agency, which worked on a creative solution. Apothecary LAB was created at the same time when Apothecary luxury drugstore was created, but product and brand development was done in parallel and over a long period of time, because Apothecary sets extremely high standards in its work.
In March 2025, Apothecary submitted an application to the Intellectual Property Office of the Republic of Serbia to protect its trademark. The application sought legal protection for its name, graphic sign (logo), and the name “Apothecary LAB life more beautiful.” This protection ensures that only products marked with the trademark and name “Apothecary LAB” are legally available on the market. Apothecary’s application was based on the Law on Trademarks of the Republic of Serbia (“Official Gazette of the RS”, no. 104/2009 and 10/2013) and the Decree on the contents of the register of applications and the register of trademarks, as well as data published in the official gazette of the competent body (“Official Gazette of the RS”, no. 43/2010 of 25 June 2010).
After the Institute for Intellectual Property conducted an Examination and requested the Apothecary to provide a Statement regarding the Examination, the Apothecary luxury drugstore submitted an expert Statement report in July 2025. This expert Statement report justified the use of the name “Apothecary LAB life more beautiful.” Foster + Svensson is proud to have contributed its professional expertise to the acceptance of the trademark registration application, which was publicly published in the “Intellectual Property Gazette” at the end of August 2025. The expert explanation provided in the Statement report helped the Institute for Intellectual Property of the Republic of Serbia accept the “Apothecary LAB life more beautiful” trademark and publish it in the official Gazette.
Photo: Excerpt from the professional study “Statement on the result of Examination of the conditions for trademark recognition” created by Foster + Svensson.
Apothecary LAB products are inspired by regenerative medicine based on bio-science
Apothecary holds the right of ownership over the trademark “Apothecary LAB life more beautiful,” registered under number “Ž 2025/0516.” The trademark is classified in the Vienna classification “27.5.1; 27.5.10; 27.5.17; 29.1.6” and falls under Nice classes 3 and 5. The trademark’s color is gray, with RGB values of 153, 153, and 153. The application was submitted to the Institute for the Protection of Intellectual Property of the Republic of Serbia on March 26, 2025, and was published in the “Intellectual Property Gazette of the Republic of Serbia” on August 29, 2025, under number 8/2025 (ISSN 2217 – 9143).
Foster + Svensson has conducted a comprehensive Study on the genesis of the Apothecary brand and its architecture, particularly the brand hierarchy within which “Apothecary LAB” resides. The brand’s development is an ongoing process that encompasses the creation of its name, trademark, color, and slogan, as well as the product packaging and product names, which are crucial steps in further intellectual property registration and protection.
The expert Statement report, prepared for the Institute for the Protection of Intellectual Property, presents a detailed examination of the conditions for trademark recognition, encompassing both legal and non-legal elements. The report draws expertise from the fields applied arts, design, and marketing.
Video: Apothecary LAB branding designed by Foster + Svensson.
A team of lawyers, design masters, journalists, and mass media communication experts delves into the intricacies of brand building, explaining the rationale behind the chosen colors, the origin of the brand name, its connection to the product, and the historical significance of colors, visual design, graphic design standards, and the evolution of art. This comprehensive analysis provides a solid foundation for understanding the brand’s identity and its intended impact on society.
At Foster + Svensson, we take brand building very seriously. We go beyond creating a visual identity; we strive to understand the entire product development cycle and its potential impact on individuals and society as a whole. Our goal is to articulate what Apothecary represents and what it aims to achieve in the market.
The environment we live in, the way and lifestyle, diet, as well as hormonal variations are some of the factors that affect the biological function of the skin. Apothecary LAB’s bio-science expertise is dedicated to creating safe, potent, more sustainable and natural skin care tailored to the needs of men and women. The products created by Apothecary LAB aim to prevent the slowing down of skin aging, hyperpigmentation, stimulation of collagen and fibroblasts, as well as slowing down of photoaging and skin rejuvenation in the form of high-quality dermocosmetic treatments.
Apothecary LAB adheres to strict standards, placing products on the market only if they represent a significant improvement to the industry and to man in general. In addition to innovation, Apothecary ensures that products are safe and effective, delivering results that are truly transformative. It is important to note that Apothecary LAB maintains a cruelty-free attitude, does not test on animals, while its products are vegan and exclude harmful elements such as parabens, sulfates and other toxic and unnecessary chemical ingredients from its formulations. Skin care protocols are unique and depend on several different factors, especially the methodology used. Apothecary LAB develops products based on active ingredients extracted from plants, which are intended for different skin types and for different purposes.
Regenerative cosmetics bring innovations in skin care, because they were developed and inspired by regenerative medicine, ingredients that can only be found in nature and used as such, but also by science, which is advancing more and more every day. Apothecary LAB strives for completely pure products made from natural ingredients using the latest scientific trends in their processing. Purity is important and this is what guides us in creating the unique Apothecary LAB brand.
Wanting to be recognized by everyone in the Apothecary LAB brand, they constantly follow the news from various fields of pharmacy, medicine, chemistry, as well as evolution in many other areas such as skin rejuvenation and regeneration. The product packaging will reflect exactly what is inside, the purity of the formula and ingredients, the ease of use and the recognizable modern design. The choice of ingredients is very narrow, because Apothecary LAB is guided by the highest standards in skin safety within the directives prescribed by the EU and Serbia, as well as the amount of active ingredients that do not include those that can irritate the skin in any way, but only what can please the skin and make every skin beautiful and cared for.
As a luxury brand of dermocosmetic products for skin regeneration and longevity, Apothecary LAB is based on bio-science, empowered by biotechnological advances and inspired by regenerative medicine. After the completion of preparations and obtaining all appropriate approvals and testing based on the health and dermatological suitability of the product, the premiere of Apothecary LAB products is planned for 2025.
Apothecary and Foster + Svensson remains grateful to The Republic of Serbia Intellectual Property Offic, along withs legal team, law firm and experts within the Foster + Svensson marketing agency, for the services provided during the legal registration of the trademark, as well as protection in possible disputes that may arise in the event that another legal entity or person is using the registered trademark and name to advertise and sell products under the name “Apothecary LAB”.
Apothecary LAB aims to be one of the most prestigious and innovative bio-science and bio-technologies brands in the world.
Photo: Apothecary LAB branding designed by Foster + Svensson.
ABOUT FOSTER + SVENSSON
Foster + Svensson is an award-winning European branding, communications, and advertising agency with heritage back in 1860 and incorporated in 2013 in Serbia, who put forward well-considered contemporary design, digital and innovation. Operating worldwide as part of Fosterova grupa, Foster + Svensson is positioned as professional services company, providing broad range of services and solutions in area of marketing. Having bold experience and specialized skills in more than 20 industries, agency provides services to all company sizes. People at Foster + Svensson design brands, use digital technology, data, and strategy to create contemporary visual identities, services, and experiences to help corporate clients improve their performance and manage sustainable business value for stakeholders. Foster + Svensson design and drive innovation to improve the way world works and lives. Agency approach is to be precise, punctual, and reliable to its clients, where it ran more than 2000 projects while working for major companies to be found in Fortune Global 500 and top-tier companies, such as HVB Bank, UniCredit Bank, Raiffeisen Bank, Banca Intesa, Visa, Mastercard, Ericsson, Telenor Group, Apple, Vodafone Group, A1 Telekom Austria Group, T-Mobile, CNN, RTS, Samsung, Cheil, Huawei, Hisense, Ahold Delhaize, Nestlé, Procter & Gamble, AstraZeneca, Richter Gedeon, Ursapharm, Inditex, Zara, Renault Group, Knight Frank. Work culture and ethics includes business excellence and delivery of outperforming results.
Foster + Svensson in one of the founders of MAI Marina Abramović Institute.
