Piex + Elfia

Brand design

Client

Cre­at­ed in 1979, Piex is today the rec­og­nized spe­cial­ist in the export of health prod­ucts to sub-Saha­ran Africa.

Keywords

Brand iden­ti­ty / Phar­ma­cy / Web design / Africa

Goal

Piex Group want­ed to review its brand iden­ti­ty and, in antic­i­pa­tion of the open­ing of many Life Stores in sub-Saha­ran Africa, cre­ate its daugh­ter brand, Elfia, focused on care and dis­tri­b­u­tion to the gen­er­al public.

Solution

As the loca­tions are planned for Mus­lim-major­i­ty coun­tries, the cross sym­bol used to indi­cate phar­ma­cies in the West was not appro­pri­ate. It was there­fore pro­posed to use a sign some­where between the star and the green cross, which is uni­ver­sal­ly recog­nised. The brand­ing is designed to be adapt­able both for the stores and for the var­i­ous vari­a­tions of the brand, includ­ing the pack­ag­ing for the dis­trib­u­tor prod­uct ranges.