In the age of digital healthcare, a new brand for a new vision
As consumers our expectations of pharmacy and healthcare providers grow and our notion of personal health management evolves. We expect the highest levels of service, safety and expertise and we want our health needs fulfilled in a seamless and effortless way that suits our lifestyle-anytime, anywhere.
At a pivotal moment of digitalization in the health industry, the Zur Rose Group shows their commitment to a customer-centric future of pharma and healthcare by redesigning their leading brand DocMorris.
Mucho was mandated as the branding agency of choice to redesign the brand strategy of today’s leading online pharmacy in Germany.
The new DocMorris brand makes it its mission to empower patients so that they can manage their health their way and live their lives to the fullest with trust and confidence. The vision goes far beyond pharma and reaches towards providing holistic, convenient personalised health, combining treatment and care products with digital health services to improve consumer health journeys, or –as we like to call it – providing consumers and patients with access to Personal Care 360° .
At the brink of a new era of health management, DocMorris believes that consumer-centricity and the creation of innovative, convenient healthcare journeys is best met through the power of collaboration, passion for health and trust.
The new DocMorris logotype and identity system is its representation and symbolizes the brand’s shift from the traditional pharmacy with the icon of the cross to a heart icon as a symbol of health and life. It states that true health can only be personal.
The new heart icon places the individual at its core and with its all-enveloping shapes, in a circular motion instantly wraps the individual with a 360° approach to healthcare. The multiple, enveloping layers represent all the different health experiences along a consumer’s health journey such as advice, diagnosis, treatment options, prescription management or pharmacy services. This iconic heart also reinforces the bond between DocMorris and all its pharmacy partners paying homage to their commitment to best serve consumers.
True to the DocMorris brand, yet renewed, the colour palette incorporates two shades of green. A solid, trustworthy dark green invigorated by a high-energy shade of vibrant light green which stands for the new world digital health environment. Both become integrated, creating a third color and working in harmony with each other in the new identity.
The new corporate typography developed by Playtype has been personalized to strike a perfect balance between the sense of rigour and trust inherent to the brand, and its new contemporary expression which is ready for the XXI century. The serif font features a series of subtle formal accents linking the lettering back to the heart symbol and providing a unique and instantly recognisable character that will permeate all levels of brand communication.
The new identity’s visual language is full of dynamism and promise, marking the arrival of a new era for DocMorris and all its extended partners.