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.

Foster + Svensson MED is created to design complex solutions within the area of healthcare, medicine and pharmacy, and transform them into effective, yet simple, proactive & attractive printed and digital materials, such as corporate, conference and product presentations, documents and white papers, brochures, books, professional literature, product naming, product packaging, labeling, branding, 3D modelling and animation, data visualization, website development and design, social media, e-commerce, microsites, PR and regulatory affairs.

Foster + Svensson MED is a full service healthcare, medical and pharmaceutical marketing communication solution partner. Ultimate goal is to provide strategic and creative services to medical institutions, pharmaceutical companies, clinics, healthcare institutions, medical equipment manufacturers, biopharma companies, and pharmacies, from already established businesses and corporations, to start-ups, so it could introduce and demonstrate innovations, products, and healthcare solutions in the simplest possible way to both patients and the professional audience, while also to redefine what it means to live healthier for longer.

Foster + Svensson created brand identity design, including logo, ads, social media content, dedicated web page and corporate stationary.

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.

Foster + Svensson redesigned Richter Gedeon website in Serbia, which you may view at www.richter.rs.

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.

For Oaza zdravlja pharmacies, we designed several print brochures displaying products with their key benefits for private label cosmetic products called “Mella+ Oaza zdravlja”.

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.

For Galen Pharm, Foster + Svensson performed an analysis of social media networks in Serbia, their use, personas profiling, as well as data visualization and recommendations for further use of digital channels and way of communication.

Foster + Svensson created full Apothecary brand. With Apothecary we demonstrated how concept can become a live operating company. During our 3-year work for creation of Apothecary brand, we worked on brand architecture, positioning, brand platform, corporate brand identity, brand personality, brand lines, naming and nomenclature systems, tone of voice, jargon, verbal identity, slogan, tagline, art direction, mood board design, brand guidelines, co-branding standards, logo design, visual language, corporate identity design, stationary design, sensory design, tactile and touch marketing, packaging, customer experience, design and development of e-commerce website, integration with bank and credit card payment processor. We fully demonstrated our range services how then can span over the brand, by giving real and live example. We believe that brand is a living matter, and that is why Apothecary will continue to evolve constantly. Business design, live.