Fortis, a drugstore chain with over 20 stores in Iași, wanted a fresh visual identity that reflects their friendly and professional team. We helped them create a brand that feels both trustworthy and welcoming for their customers.
Industry
➝ Retail, Healthcare
Region
➝ Romania
Delivery
➝ Visual Identity
Team
➝ Paul Vîrlan
The Challenge
Drugstores Adriana and Sf. Maria had been trusted names in Iași for years as neighborhood pharmacies with loyal customers and over 100 pharmacists on their team. But operating as two separate brands was limiting their growth potential. In 2019, the decision was made to unite all 22+ locations under a single identity, a single name, and a single purpose.
The brief came with a clear creative constraint: move away from the generic green pharmacy cliché that dominates the industry, and build something that feels both professional and human. A visual system that could be adaptable, versatile, and occasionally playful.
The Approach
The name Fortis — meaning strong — anchored the new identity in confidence and reliability. The brand's tagline, Lângă tine (Close to you), shaped the entire visual direction: this is a pharmacy that feels like a neighbor, not a corporation.
The logo was designed as a union symbol: a direct visual reference to the merger of the two original pharmacies, Adriana and Sf. Maria that carries enough structural strength to generate a complete visual system. Custom iconography, signage, and brand collaterals were developed to work consistently across all 22 locations, from storefront to packaging to staff uniforms.
The Result
A unified brand system that gave Fortis the visual authority to compete at scale while keeping the warmth of a neighborhood pharmacy. One identity. One name. One clear promise to every customer who walks through the door.
