Utterly in awe of this identity project that covers everything from typography and colour palette through to interior design. The client is Vårdapoteket, a small chain of pharmacies situated within hospitals around Sweden.
Imagine stepping from the clinical environment of a hospital into this vibrant, feel-good space. It’s not just the colour palette, it’s using the human body as wallpaper, the modern materials and desirable design objects (where can I buy those chairs, that light shade etc).
It makes you wonder why certain things and spaces look the way they do. Is there always a need to follow the convention? How do we decide when or if a problem requires a radically new solution?
My only bugbear in this project is the use of exclamation marks but I can hardly blame Stockholm Design Lab - who also designed IKEA’s fantastic food packaging - for following a nation’s desire for loud punctuation. They seem to be everywhere in Sweden and I’m fighting them off like mosquitoes at the beach. If anyone has an insight into why Swedes love to make written statements that are exciting! or alarming! I’d be interested to hear it.