Assignment
Naturapoteket. Positioning, store concept, graphic identity. Sweden, 2000–2003.

Challenge
Naturapoteket had a high average age among its cus-tomers, who were primarily female. They wanted to attract a younger target group, reach more men and redefine how a “health food store” can look and be perceived. The store fittings, product design and Naturapoteket’s graphic identity were old-fashioned
and banal.

Solution
A new graphic identity that is well coordinated and
coherent, has a uniform tone and communicates a younger, more modern and more lively brand, in a gap
in the market between health food and pharmacy.

Results
After only six months, the average age had dropped
by 13 years, the proportion of male customers had increased considerably and sales increased by 15%.

Awards
Nominated in the Retail Awards
2002 for best store concept. Blog image