Communication strategy with a feel-good tone of voice
Apoteket is one of Sweden’s leading brands in pharmaceuticals and sustainability. As the Art Director, I had the opportunity to play a key role in repositioning the brand within a newly competitive market. We achieved this by developing an honest and engaging tone of voice, along with a clear retail communication strategy. My work spanned campaigns, service design, and in-store experiences. For over 10 years, we launched award-winning work that consistently exceeded sales targets.
For Christmas, we developed gift bags (here illustrated by Klaus Haapaniemi), along with in-store decorations. The campaign’s key visuals: hearts, light blue, red, and gold were featured in selected store areas and digital channels.
Recipe brochure with Apoteket’s Christmas products. We worked with different celebrity chefs every Christmas: Leila Lindholm, Tarek Taylor, Daniel Berlin, and others.
In collaboration with Forsman & Bodenfors Agency.