Pitch concept for an international online pharmacy
UI/UX Design. Brand design. Pitch concept @ MEtaDESIGN»ShopApotheke« is one of the largest online pharmacies in Europe. With an eye on international expansion, the company planned to rename its brand.
At MetaDesign, we took part in a pitch to develop a new brand identity for the renewed "RedCare" brand. The focus was on the e-commerce platform, but the brand also needed to be felt throughout the company’s ecosystem, including distribution centers and packaging.
As one of two pitch routes, I worked on a concept that referenced the platform’s loyalty program, called “RedPoints,” throughout the design language.
From logo to colors and typography: We wanted to give the brand a fresh and energetic look, from e-commerce to packaging.
Customer/User Journey
The concept was developed and iterated along a fictional customer journey that begins with an advertising campaign and leads through an extensive online experience on the platform.
We believed that the shopping experience at an online pharmacy should be as simple and transparent as possible. A prominent, intelligent search bar allows our fictional user to quickly search for information about her condition, hay fever (»Heuschnupfen«).
Running the search leads her to a results page with relevant products and articles. Our user wants to learn more about hay fever, so she clicks on the topic module.
Hay fever is a common disease. The platform offers a special on the topic and provides our users with all the relevant information. It even offers an interactive allergy test. Based on the results, she receives a list of recommended products and the opportunity to chat with a specialist if there are still any uncertainties.
Now well informed, our user decides on a product. It is the platform’s own brand. With this purchase, she collects points within RedCare’s loyalty program. She then receives a personalized text message on her phone confirming the purchase.
Employer branding
Ultimately the concept was extended to include an employer branding campaign, proving its flexibility.
