Question
How will you help PharmEasy evolve from a medicine provider to a complete healthcare solutions provider?

Answer
Redesigning an omni-channel brand experience 
 
 

PharmEasy

PharmEasy is a consumer healthcare ‘super app’ that provides consumers with on-demand, home-delivered access to a wide range of prescription, OTC pharmaceuticals, other consumer healthcare products, comprehensive diagnostic test services and teleconsultations… thereby serving their healthcare needs comprehensively. Driven by the goal to provide affordable healthcare to all, PharmEasy is on a mission to change the face of healthcare in India. The design challenge was to align all the different verticals of PharmEasy, while being true to the trust and legacy that the brand has established over a period of time.

SERVICES  DESIGN STRATEGY| REBRANDING | COMMUNICATION
CLIENT PHARMEASY
SECTOR  HEALTHCARE

PharmEasy is a consumer healthcare ‘super app’ that provides consumers with on-demand, home-delivered access to a wide range of prescription, OTC pharmaceuticals, other consumer healthcare products, comprehensive diagnostic test services and teleconsultations… thereby serving their healthcare needs comprehensively. Driven by the goal to provide affordable healthcare to all, PharmEasy is on a mission to change the face of healthcare in India. The design challenge was to align all the different verticals of PharmEasy, while being true to the trust and legacy that the brand has established over a period of time.

SERVICES  DESIGN STRATEGY| REBRANDING | COMMUNICATION
CLIENT PHARMEASY
SECTOR  HEALTHCARE

PharmEasy is a consumer healthcare ‘super app’ that provides consumers with on-demand, home-delivered access to a wide range of prescription, OTC pharmaceuticals, other consumer healthcare products, comprehensive diagnostic test services and teleconsultations… thereby serving their healthcare needs comprehensively. Driven by the goal to provide affordable healthcare to all, PharmEasy is on a mission to change the face of healthcare in India. The design challenge was to align all the different verticals of PharmEasy, while being true to the trust and legacy that the brand has established over a period of time.

SERVICES  DESIGN STRATEGY| REBRANDING | COMMUNICATION
CLIENT PHARMEASY
SECTOR  HEALTHCARE

PharmEasy is a consumer healthcare ‘super app’ that provides consumers with on-demand, home-delivered access to a wide range of prescription, OTC pharmaceuticals, other consumer healthcare products, comprehensive diagnostic test services and teleconsultations… thereby serving their healthcare needs comprehensively. Driven by the goal to provide affordable healthcare to all, PharmEasy is on a mission to change the face of healthcare in India. The design challenge was to align all the different verticals of PharmEasy, while being true to the trust and legacy that the brand has established over a period of time.

PharmEasy is a consumer healthcare ‘super app’ that provides consumers with on-demand, home-delivered access to a wide range of prescription, OTC pharmaceuticals, other consumer healthcare products, comprehensive diagnostic test services and teleconsultations… thereby serving their healthcare needs comprehensively. Driven by the goal to provide affordable healthcare to all, PharmEasy is on a mission to change the face of healthcare in India. The design challenge was to align all the different verticals of PharmEasy, while being true to the trust and legacy that the brand has established over a period of time.

SERVICES  DESIGN STRATEGY| REBRANDING | COMMUNICATION
CLIENT PHARMEASY
SECTOR  HEALTHCARE

From an on-demand medicine provider, the brand wanted
to expand its footprint in the healthcare ecosystem

From an on-demand medicine provider, the brand wanted
to expand its footprint in the healthcare ecosystem

From an on-demand medicine provider, the brand wanted to expand its footprint in the healthcare ecosystem

Move the slider to compare the brand transition and assets

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After launching a successful online business, PharmEasy began their offline stores with the suffix ‘NXT’. A fast-growing vertical, PharmEasy Nxt has over 200 stores in the top 20 Indian cities. Some of these are small format franchise stores converted to PharmEasy Nxt, while some are larger full-fledged pharmacies as well. In the pharma category, the buying behaviour is still driven by a physical visit to the local/trusted/next-door chemist store to buy medicines. With its strong backend integrations, logistics, inventory scale and customer satisfaction goal, extending the brand offering to physical pharmacies was a natural extension. PharmEasy partnered with NH1 Design to reflect this shift into design strategy and various touchpoints across multiple platforms.

After launching a successful online business, PharmEasy began their offline stores with the suffix ‘NXT’. A fast-growing vertical, PharmEasy Nxt has over 200 stores in the top 20 Indian cities. Some of these are small format franchise stores converted to PharmEasy Nxt, while some are larger full-fledged pharmacies as well. In the pharma category, the buying behaviour is still driven by a physical visit to the local/trusted/next-door chemist store to buy medicines. With its strong backend integrations, logistics, inventory scale and customer satisfaction goal, extending the brand offering to physical pharmacies was a natural extension. PharmEasy partnered with NH1 Design to reflect this shift into design strategy and various touchpoints across multiple platforms.


After launching a successful online business, PharmEasy began their offline stores with the suffix ‘NXT’. A fast-growing vertical, PharmEasy Nxt has over 200 stores in the top 20 Indian cities. Some of these are small format franchise stores converted to PharmEasy Nxt, while some are larger full-fledged pharmacies as well. In the pharma category, the buying behaviour is still driven by a physical visit to the local/trusted/next-door chemist store to buy medicines. With its strong backend integrations, logistics, inventory scale and customer satisfaction goal, extending the brand offering to physical pharmacies was a natural extension. PharmEasy partnered with NH1 Design to reflect this shift into design strategy and various touchpoints across multiple platforms.

After launching a successful online business, PharmEasy began their offline stores with the suffix ‘NXT’. A fast-growing vertical, PharmEasy Nxt has over 200 stores in the top 20 Indian cities. Some of these are small format franchise stores converted to PharmEasy Nxt, while some are larger full-fledged pharmacies as well. In the pharma category, the buying behaviour is still driven by a physical visit to the local/trusted/next-door chemist store to buy medicines. With its strong backend integrations, logistics, inventory scale and customer satisfaction goal, extending the brand offering to physical pharmacies was a natural extension. PharmEasy partnered with NH1 Design to reflect this shift into design strategy and various touchpoints across multiple platforms.


After launching a successful online business, PharmEasy began their offline stores with the suffix ‘NXT’. A fast-growing vertical, PharmEasy Nxt has over 200 stores in the top 20 Indian cities. Some of these are small format franchise stores converted to PharmEasy Nxt, while some are larger full-fledged pharmacies as well. In the pharma category, the buying behaviour is still driven by a physical visit to the local/trusted/next-door chemist store to buy medicines. With its strong backend integrations, logistics, inventory scale and customer satisfaction goal, extending the brand offering to physical pharmacies was a natural extension. PharmEasy partnered with NH1 Design to reflect this shift into design strategy and various touchpoints across multiple platforms.

Our Approach
Dropping ‘Nxt’ from physical stores and aligning the online and offline offerings

Our Approach For Rebranding

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There was a need to create a design system and brand assets across all verticals.

Dropping ‘Nxt’ from physical stores and aligning the online and offline offerings

Dropping ‘Nxt’ from physical stores and aligning the online and offline offerings

There was a need to create a design system and
brand assests across all verticals

There was a need to create a design system and
brand assests across all verticals

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The suffix ‘NXT’ for PharmEasy offline stores made it feel almost like a different sub-brand altogether. 

The suffix ‘NXT’ for PharmEasy offline stores made it feel almost like a different sub-brand altogether. 

The suffix ‘NXT’ for PharmEasy offline stores made it feel almost like a different sub-brand altogether. 

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Visually, the pill shape has been used very sparingly across all communications. On the other hand, this shape can be owned to form a design language. 

Visually, the pill shape has been used very sparingly across all communications. On the other hand, this shape can be owned to form a design language. 

Visually, the pill shape has been used very sparingly across all communications. On the other hand, this shape can be owned to form a design language. 

Visually, the pill shape has been used very sparingly across all communications. On the other hand, this shape can be owned to form a design language.

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Considering its widespread usage and familiarity across multiple media and audience segments, there should be a clear type hierarchy for communication.

Considering its widespread usage and familiarity across multiple media and audience segments, there should be a clear type hierarchy for communication.

Considering its widespread usage and familiarity across multiple media and audience segments, there should be a clear type hierarchy for communication.

Considering its widespread usage and familiarity across multiple media and audience segments, there should be a clear type hierarchy for communication.

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Consistent graphics help enhance visual recall. Illustrations can add warmth to the communication.

Consistent graphics help enhance visual recall. Illustrations can add warmth to the communication.

Consistent graphics help enhance visual recall. Illustrations can add warmth to the communication.

Consistent graphics help enhance visual recall. Illustrations can add warmth to the communication.

A unified, consistent brand makes it easier for consumers to navigate sites of care from a brand they trust.

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Using colour as a differentiator, we deployed a ‘branded house’ strategy where PharmEasy is our master brand whereas Labs, Surgicare and PharmEasy One become sub-brands.

Using colour as a differentiator, we deployed a ‘branded house’ strategy where PharmEasy is our master brand whereas Labs, Surgicare and PharmEasy One become sub-brands.

Using colour as a differentiator, we deployed a ‘branded house’ strategy where PharmEasy is our master brand whereas Labs, Surgicare and PharmEasy One become sub-brands.

Using colour as a differentiator, we deployed a ‘branded house’ strategy where PharmEasy is our master brand whereas Labs, Surgicare and PharmEasy One become sub-brands.

Using colour as a differentiator, we deployed a ‘branded house’ strategy where PharmEasy is our master brand whereas Labs, Surgicare and PharmEasy One become sub-brands.

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Typography Style

Taking inspiration from a doctor’s handwritten prescriptions, the handwritten font, Kalam, has been added to the design. It feels very personal and appears fresh.

Taking inspiration from a doctor’s handwritten prescriptions, the handwritten font, Kalam, has been added to the design. It feels very personal and appears fresh.

Taking inspiration from a doctor’s handwritten prescriptions, the handwritten font, Kalam, has been added to the design. It feels very personal and appears fresh.

Taking inspiration from a doctor’s handwritten prescriptions, the handwritten font, Kalam, has been added to the design. It feels very personal and appears fresh.

Taking inspiration from a doctor’s handwritten prescriptions, the handwritten font, Kalam, has been added to the design. It feels very personal and appears fresh.

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Different colours were assigned to sub-brands and extended across the design language.

Different colours were assigned to sub-brands and
extended across the design language. 

Different colours were assigned to sub-brands and extended
across the design language.

Different colours were assigned to sub-brands and extended across the design language.

Different colours were assigned to sub-brands and extended
across the design language.

Derived from the existing PharmEasy design language, the pill shape is clearly representative of the healthcare category. Its edgy and young treatment reflects the contemporary brand personality. The pill shape also creates a very flexible and wide possibility of a design system which can be adapted seamlessly across multiple sub-brands. 

Derived from the existing PharmEasy design language, the pill shape is clearly representative of the healthcare category. Its edgy and young treatment reflects the contemporary brand personality. The pill shape also creates a very flexible and wide possibility of a design system which can be adapted seamlessly across multiple sub-brands. 

Derived from the existing PharmEasy design language, the pill shape is clearly representative of the healthcare category. Its edgy and young treatment reflects the contemporary brand personality. The pill shape also creates a very flexible and wide possibility of a design system which can be adapted seamlessly across multiple sub-brands. 

Derived from the existing PharmEasy design language, the pill shape is clearly representative of the healthcare category. Its edgy and young treatment reflects the contemporary brand personality. The pill shape also creates a very flexible and wide possibility of a design system which can be adapted seamlessly across multiple sub-brands. 

An omnichannel experience for customers

An omnichannel experience for customers

An omnichannel experience for customers

An omnichannel experience for customers

An omnichannel experience for customers

Medical stories are an extension of the online presence and will be available to the customer online as well. The challenge was to differentiate and elevate PharmEasy stores in the cluttered space of neighbourhood retail pharmacies.

Move the slider to compare.
From PharmEasy Nxt to PharmEasy with a distinctive design system

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Illustration

Illustration

PharmEasy illustrations always contain an exaggerated anatomy, soft curves and simple gestures. These characteristics cut through the seriousness of the subject and add warmth to it.

PharmEasy illustrations always contain an exaggerated anatomy, soft curves and simple gestures. These characteristics cut through the seriousness of the subject and add warmth to it.

PharmEasy illustrations always contain an exaggerated anatomy, soft curves and simple gestures. These characteristics cut through the seriousness of the subject and add warmth to it.

PharmEasy illustrations always contain an exaggerated anatomy, soft curves and simple gestures. These characteristics cut through the seriousness of the subject and add warmth to it.

PharmEasy illustrations always contain an exaggerated anatomy, soft curves and simple gestures. These characteristics cut through the seriousness of the subject and add warmth to it.

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PharmEasy Labs is an extensive network of reputed pathology laboratories in India. It gives access to a wide network of diagnostic laboratories which also offer a home collection of samples.

PharmEasy Labs is an extensive network of reputed pathology laboratories in India. It gives access to a wide network of diagnostic laboratories which also offer a home collection of samples.

PharmEasy Labs is an extensive network of reputed pathology laboratories in India. It gives access to a wide network of diagnostic laboratories which also offer a home collection of samples.

PharmEasy Labs is an extensive network of reputed pathology laboratories in India. It gives access to a wide network of diagnostic laboratories which also offer a home collection of samples.

PharmEasy Labs is an extensive network of reputed pathology laboratories in India. It gives access to a wide network of diagnostic laboratories which also offer a home collection of samples.

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PharmEasy One is a B2B product which offers the most innovative solution to transform clinics into an integrated suite of healthcare services. Born a digital native, PharmEasy One integrates the best online medicine delivery with India’s most trusted diagnostic chain and digitally-powered EMR services... all in one seamless offering.

PharmEasy One is a B2B product which offers the most innovative solution to transform clinics into an integrated suite of healthcare services. Born a digital native, PharmEasy One integrates the best online medicine delivery with India’s most trusted diagnostic chain and digitally-powered EMR services... all in one seamless offering.

PharmEasy One is a B2B product which offers the most innovative solution to transform clinics into an integrated suite of healthcare services. Born a digital native, PharmEasy One integrates the best online medicine delivery with India’s most trusted diagnostic chain and digitally-powered EMR services... all in one seamless offering.

PharmEasy One is a B2B product which offers the most innovative solution to transform clinics into an integrated suite of healthcare services. Born a digital native, PharmEasy One integrates the best online medicine delivery with India’s most trusted diagnostic chain and digitally-powered EMR services... all in one seamless offering.

PharmEasy One is a B2B product which offers the most innovative solution to transform clinics into an integrated suite of healthcare services. Born a digital native, PharmEasy One integrates the best online medicine delivery with India’s most trusted diagnostic chain and digitally-powered EMR services... all in one seamless offering.

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PharmEasy SurgiCare strives to serve its patients for day-care surgeries, using the latest technology. It ensures a smooth experience from providing a detailed diagnosis, scheduling a surgery, commuting to and from the hospital, completing insurance paperwork and hospital discharge to follow-up consultations.

PharmEasy SurgiCare strives to serve its patients for day-care surgeries, using the latest technology. It ensures a smooth experience from providing a detailed diagnosis, scheduling a surgery, commuting to and from the hospital, completing insurance paperwork and hospital discharge to follow-up consultations.

PharmEasy SurgiCare strives to serve its patients for day-care surgeries, using the latest technology. It ensures a smooth experience from providing a detailed diagnosis, scheduling a surgery, commuting to and from the hospital, completing insurance paperwork and hospital discharge to follow-up consultations.

PharmEasy SurgiCare strives to serve its patients for day-care surgeries, using the latest technology. It ensures a smooth experience from providing a detailed diagnosis, scheduling a surgery, commuting to and from the hospital, completing insurance paperwork and hospital discharge to follow-up consultations.

PharmEasy SurgiCare strives to serve its patients for day-care surgeries, using the latest technology. It ensures a smooth experience from providing a detailed diagnosis, scheduling a surgery, commuting to and from the hospital, completing insurance paperwork and hospital discharge to follow-up consultations.  

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