Brand Refresh
Description
Refreshing a long-standing, recognisable identity with a modern typeface, refined proportions and improved iconography, while retaining the brand’s heritage and trust.
Context
The Organic Pharmacy’s original logo, designed by the CEO at launch, had become outdated, with inconsistent spacing, a dated typeface and an imbalanced icon. Initially, the company planned to outsource the rebrand but after receiving quotes exceeding £150,000, the decision was made to trust the in-house design team with complete creative freedom to modernise the brand while protecting its recognisability.
Process
The redesign process began with a brand audit, evaluating the existing logo’s strengths, its recognisability and established colour palette and its weaknesses, including legibility issues and dated styling.
We explored multiple typographic pairings, focusing on modern, clean and versatile typefaces that would work seamlessly across packaging, digital platforms and physical retail environments.
The icon, the blue cross with a central flower was simplified and rebalanced, ensuring consistent line weights and precise spacing for sharper reproduction across print and digital.
Solution
The final logo retained the iconic cross and flower as a brand anchor but introduced a new Helvetica NOW typeface, cleaner alignment and refined negative space. These changes preserved brand recognition while signalling freshness and professionalism. The update provided a cohesive identity adaptable across product lines, marketing materials and the e-commerce platform, bridging the gap between the brand’s heritage and its forward-looking growth.
