| Title | LILLA HJÄRTAT |
| Brand | APOTEK HJÄRTAT |
| Product/Service | KIDS & BABY PRODUCTS |
| Category |
D03. Health & Beauty |
|
Entrant Company
|
BOLD Stockholm, SWEDEN
|
|
Advertising Agency
|
BOLD Stockholm, SWEDEN
|
Credits
| Bold Stockholm |
Bold Scandinavia |
Bold Stockholm |
| Ben |
6 years |
Illustrator |
| Cesar |
7 years |
Illustrator |
| Ingrid |
5 years |
Illustrator |
| Ester-Lily |
7 years |
Illustrator |
| Ingo |
5 years |
Illustrator |
| Viva |
17 months |
Illustrator |
| Blanka |
5 years |
Illustrator |
| Maja |
9 years |
Illustrator |
| Nicki |
5 years |
Illustrator |
| Agnes |
2 years |
Illustrator |
| Freja |
5 years |
Illustrator |
| Isolde |
4 years |
Illustrator |
| Tilda |
7 years |
Illustrator |
| August |
3 years |
Illustrator |
Brief Explanation
Apotek Hjärtat is one of Swedens largest pharmacy chains with over 2000 employees and more than 300 pharmacies spread out all over Sweden.
The Brief
The aim was to create a coherent and flexible design concept for packaging, retail environments and communication. We named it Lilla Hjärtat. (The Little Heart)
How the final design was conceived
Lilla Hjärtat is Apotek Hjärtat the children’s way. It’s not a place where you lower yourself to a child’s level, but rather one where you try and elevate yourself to their emotions. We invited children to show us their world. Not an adults interpretation of it. Lilla Hjärtat is a concept for children, by children.
Different techniques were used to visualise the different product groups, and the children’s creations are what we used for the packaging, bags, posters, stickers, and the for the new retail environment.
Naturally, each child’s name appears on their creation.
Indication of how successful the outcome was in the market
Our launch of Lilla Hjärtat has been extremely well received. It feels fantastic to have succeeded in producing such a strong overall concept where everything from the packaging design, printed materials, advertising and in-store presentation fits together to create a coherent brand. With such an emotionally charged concept it has been easy to achieve our desired result while also providing the possibility for endless variation.
Fredrik Kullberg
Marketing Director