Apotheek Maertens brand identity

Apotheek Maertens is a Belgian pharmacy chain for which I developed a clear and scalable brand identity system tailored to a highly standardised healthcare environment.

Rather than replacing familiar visual cues, the project refined them into a modular identity centred on the pharmacy cross and each location’s name. This approach ensures strong recognisability while allowing flexibility across physical spaces, digital platforms, and packaging.

The work included brand identity design, a modular logo system for multiple locations, brand guidelines, website design, and a scalable packaging system for in-house dietary supplements. The visual language is based on geometric clarity, reduced colour usage, and highly legible typography, reinforcing trust, accessibility, and consistency across all touchpoints.

The result is a cohesive brand system designed to grow, adapt, and perform reliably in both digital and real-world healthcare contexts.