We transformed Xarxafarma into Iconika – a community of forward-thinking pharmacies committed to people’s wellbeing

We created branding that communicates the brand’s values and builds community by connecting with different audiences

To define the new branding, we carried out a comprehensive strategic analysis, including sector benchmarking to identify key opportunities and differentiate the brand in a highly competitive environment. This was complemented by interviews and the NOMON Test with key project stakeholders to gather their perspectives on the brand’s present and future.

Based on the findings, we redefined Xarxafarma’s positioning, evolving it from a “group of pharmacies” to a “community of pharmacies” that promotes collaboration, innovation and collective growth, while focusing on people.

To reflect this shift, we developed a consistent verbal identity, revisited its mission, vision and values, and built strong storytelling to communicate its purpose effectively, enhancing its reach and engagement with diverse audiences.

To convey the new positioning, we created a distinctive and memorable name that captures the brand’s essence and expresses prestige, community and leadership. Thus, Iconika was born — inspired by the word “iconic”, from the Greek eikonikos, meaning “worthy of being represented as an icon”.

Iconika represents recognition, influence and a new model of pharmacy built on excellence and personalised care, while also connecting with its target audiences: member pharmacies and end consumers. Choosing the letter “K” instead of a “C” gives it a distinctive, original character that sets it apart in the sector.

To reinforce Iconika’s positioning, we developed a clear and consistent visual identity that strengthens its purpose and communicates its values.

We created its logotype using the serif typeface PP Neue World, chosen for its contemporary style that conveys solidity, trust and approachability — without losing the innovative spirit of the brand. The combination of uppercase and lowercase letters adds dynamism, avoiding a rigid image and enabling a friendlier and more versatile visual language.

We also created a graphic symbol based on the “K” in the name and the dual meaning of the “+” symbol: both as a traditional sign of the pharmacy sector and as a symbol of addition. This “+” acts as a sort of “K squared”, enhancing visual recognition and communicating the added value of Iconika pharmacies.

For its typographic system, we selected a combination that balances modernity, legibility and personality. Avenir Pro and Next Pro ensure a contemporary and accessible look; SE Orsulin adds character and distinction, reinforcing brand identity; while Roboto ensures a smooth and efficient reading experience across digital environments.