The Apothecary identity was created as a unified design system, one that brings together digital experiences, printed communication and physical touchpoints through a single visual language.

Rather than relying on expressive graphics, the identity is built on clarity, proportion and consistency. Typography, spacing, hierarchy, rhythm, space, and composition work together to establish a framework that feels calm, precise and intuitive. Every element has a role. Every decision serves a purpose.

From desktop and mobile interfaces to stationery, documentation and corporate materials, the experience remains consistent because the principles remain consistent. The result is an identity that is recognisable without becoming repetitive and refined without becoming ornamental.

What makes the system particularly resilient is its ability to evolve.

Apothecary was conceived as a platform capable of bringing together multiple specialised brands, services and experiences under one coherent architecture. Each has its own audience, purpose and character, yet all belong to the same ecosystem. The identity provides enough structure to maintain recognition while allowing each extension to express its own personality.

This balance between consistency and flexibility is what transforms visual identity into business infrastructure. Design is no longer a layer applied to communication, it becomes the framework that enables communication to grow.

The ambition was never to create a louder brand.

It was to create one that is clearer.

One that allows products, content and people to remain at the centre while the identity quietly supports every interaction. A design system that creates clarity across an evolving ecosystem.

Life… more beautiful.

We are proud that the Apothecary Design Refresh has been shortlisted at the Creativepool Annual Awards 2026, recognising the evolution of the brand identity and its contribution to contemporary brand design.

Digital campaign included promotion of Samsung Galaxy S23 Ultra flagship smartphone by using digital marketing channels such as dedicated microsite, social media, display ads, innovative digital channels, local publishing tool guidance, DOOH, Spotify, and influencers which displayed USP’s and benefits of the latest product. Campaign was launched in Croatia, Serbia and Slovenia.

UEPS (Association for market communications of Serbia) awarded Leo Burnett and Foster + Svensson by winning 3rd place for online campaign “See beyond colours” by Samsung. UEPS is the oldest market communication in Serbia founded in 1960 and preserves status of most prestigious industry marketing and advertising authority.

We are helping Apothecary in building brand and awareness, as well as emotional bond with target audience, where we want from people to experience the new way of e-commerce and explore different product communication.‬ For Apothecary, we aim towards driving deeper people understanding of brand personality, taking the brand equities into action and building emotional substance of the brand itself. We do that by creating experience through multiple touch-points, while preserving high quality output.‬ Our work is featured by internationally focused communities highlighting exceptional consumer and corporate brand design such as World Brand Design Society and Creativepool. Its time for revitalization and rejuvenation of pharma industry, while Apothecary who is born out of pure digital, is coming to make a change. Foster + Svensson created full Apothecary brand.

We are helping Apothecary in building brand and awareness, as well as emotional bond with target audience, where we want from people to experience the new way of e-commerce and explore different product communication.‬ For Apothecary, we aim towards driving deeper people understanding of brand personality, taking the brand equities into action and building emotional substance of the brand itself. We do that by creating experience through multiple touch-points, while preserving high quality output.‬ Our work is featured by internationally focused communities highlighting exceptional consumer and corporate brand design such as World Brand Design Society and Creativepool. Its time for revitalization and rejuvenation of pharma industry, while Apothecary who is born out of pure digital, is coming to make a change. Foster + Svensson created full Apothecary brand.

Darty is a French retail chain store which sells household appliances and white goods across 220 stores and online. It is part of Groupe Fnac Darty (Euronext Paris: FNAC) founded in 1957.

For Darty and Asko, we designed a microsite, to be integrated within Dasko e-commerce website and support sales of Asko dishwashers in France.

We are helping Apothecary in building brand and awareness, as well as emotional bond with target audience, where we want from people to experience the new way of e-commerce and explore different product communication.‬ For Apothecary, we aim towards driving deeper people understanding of brand personality, taking the brand equities into action and building emotional substance of the brand itself. We do that by creating experience through multiple touch-points, while preserving high quality output.‬ Our work is featured by internationally focused communities highlighting exceptional consumer and corporate brand design such as World Brand Design Society and Creativepool. Its time for revitalization and rejuvenation of pharma industry, while Apothecary who is born out of pure digital, is coming to make a change. Foster + Svensson created full Apothecary brand.

We are helping Apothecary in building brand and awareness, as well as emotional bond with target audience, where we want from people to experience the new way of e-commerce and explore different product communication.‬ For Apothecary, we aim towards driving deeper people understanding of brand personality, taking the brand equities into action and building emotional substance of the brand itself. We do that by creating experience through multiple touch-points, while preserving high quality output.‬ Our work is featured by internationally focused communities highlighting exceptional consumer and corporate brand design such as World Brand Design Society and Creativepool. Its time for revitalization and rejuvenation of pharma industry, while Apothecary who is born out of pure digital, is coming to make a change. Foster + Svensson created full Apothecary brand. Apothecary website can be seen live at www.apothecary.rs.

Foster + Svensson designed and created eRetail visual guideline for Huawei.

Foster + Svensson designed creative and communication for Huawei Online Assistant digital service.

Huawei is a leading global provider of information and communications technology (ICT) infrastructure and smart devices. With integrated solutions across four key domains – telecom networks, IT, smart devices, and cloud services – Huawei is committed to bringing digital to every person, home and organisation for a fully connected, intelligent world.