Noted: New Logo and Packaging for Apotek 1's Metode by Goods
“No Madness to the Method”
(Est. 1999) "Apotek 1 is Norway's largest pharmacy chain with a market share of about 48 per cent. With us, 3500 dedicated employees work. With over 380 pharmacies across all counties and two wholesale stores, we are well positioned to continue growing and to offer our service and expertise to new customers and customer groups throughout our extended country. Our pharmacies sell all types of prescription and non-prescription drugs, and we also offer a wide range of quality assured health and wellness products at competitive prices. Apotek 1 is the country's largest supplier of multidose-packed medicines, as well as medicines and services to the municipal health service, including drug reviews." (Google-translated) Metode is Apotek 1's private label range of products across various categories.
Design by
Goods (Oslo, Norway)
Related links
Goods project page
Relevant quote
With a broad target audience, Goods’ task was to create a signature private label brand from the ground up, gathering a wide range products into a coherent yet distinct brand. In close collaboration between Goods and Apotek1’s product development teams, pharmacists and marketers, the Metode brand has been designed to work seamlessly across physical stores, e-commerce and advertising.
Taking cues from Apotek1’s long medicinal history, the design system references modernist pharmaceutical packaging of the 50’s and 60’s, and the two-stripe system works as a clear identifier in supermarket shelves. Within a year, the Metode range will consist of around 100 products. The first product categories to launch is Vitamins & Minerals, Fertility and Special Care.
Images (opinion after)
Opinion
The old packaging was generic and even painful to look at in some cases — that pregnancy test, yikes — but it’s understandable that they looked like random products at cheaper prices than brand names. The new name, Metode+, is simple and memorable and its basic geometric sans serif hints at a no-frills, affordable-but-good shelf presence. The packaging is no doubt great, with a perfectly simple system that easily expands across categories and packaging shapes without missing a beat, all while establishing a clear and recognizable brand to stand up to the mainstream brands. It’s all beautifully done, expertly crafted, and 99% of the customers will not care about this but I think this sticks way too closely to the “modernist pharmaceutical packaging of the 50s and 60s” they are referencing, in particular the ever popular Geigy Pharmaceuticals packaging without offering a new take on it. Again, in the marketplace, where it matters, this is a non-issue but, here on Brand New, it’s worth the concern and as pretty as this is, it feels very derivative. Them “M+” lids, tho.
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