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Swedish design team develops new brand for innovative pharmacy chain in Italy
Ciao!
Recently, the doors opened to FELIA Farmacie. An innovative Italian pharmacy chain that challenge and gives a boost to a traditional industry. With a warm and embracing expression, an inspiring health deli has been created, focusing on well-being, service, and local connection.
"Our Swedish design team exceeded expectations and gave us an impressive identity for FELIA, which already has a significant advantage in the Italian pharmacy market," says founder Anders Skeini.
In connection with the deregulation of the pharmacy industry in Italy, Anders Skeini, the founder of FELIA, saw an opportunity to create something unique and distinctive in the market. A pharmacy chain that would challenge and contrast with the traditional pharmacies in Italy. The FELIA Farmacie brand was born.
The task of creating the brand was given to a design team consisting of three Swedish creatives with extensive experience in brand building: Cilla Pettersson (retail architect), Peter Lundbergh (retail architect), and Vivi Sumpton (design director).
"We were looking for a team that could think both Swedish and Italian and find a balance between the two as a common red thread throughout the project," explains Anders Skeini.
It is no exaggeration to say that FELIA Farmacie has created a unique brand in the Italian market. As a customer, you are greeted with a warm, inviting, and playful concept that gives a boost to the otherwise cold and sterile industry.
With nods to a classic Italian deli, where knowledge, quality, and service are at the center, a warm and embracing customer experience has been created with a local touch. We call it a health deli. "Pick-and-mix" product displays in warm tactile materials, along with guiding and joyful graphic communication, create a relaxed concept that opens up and enables spontaneous encounters and interactions between staff and customers. A concept that, by emphasizing well-being, service, and inspiration, creates a place that people visit not only because they have to but because they actually want to. A place to return to!
"Our winning concept combines the best of Swedish retail with a soft, warm, and Italian identity," says Anders Skeini.
The work on FELIA Farmacie began in spring 2022, and recently the doors opened to the first store in Piombino, Tuscany. The goal is to open 350 stores throughout Italy by 2030.
The project included the following components:
Strategy, visual identity, packaging design, navigation, signage, interior design, custom-made furniture, and lighting.
Creative team:
Retail Architect: Studio Cilla
Retail Architect: Studio Peter Lundbergh
Design Director: Vivi Sumpton Design
Partners:
Interior Contractor: Itab
Illustrator: Erica Jacobson/CharlieCharlie
Photographer Interior: James Crisp
Client:
Anders Skeini, President of Felia Farmacie
Cristina Zanchi, CEO
Anders Nyberg, Strategic Consultant
David Neri, Marketing Director
Contractor Interior:
Itab Sweden
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