Europharm
From a local pharma producer to a member of the global GSK family — a heritage serpent reborn as a pulsing heart.
Following the acquisition of the local producer Europharm by the global corporation GlaxoSmithKline (GSK), the local pharmaceutical company found it necessary to cultivate an identity that reflected its esteemed reputation and its integration into the new corporate family. Brandient began with a structured brand audit, mapping how the organization was actually perceived against how it presented itself — the gap between an internal, lived identity and an external, communicated one. What emerged was a fast-growing, entrepreneurial company that had outgrown its visual language: a "glocal" player that now needed a clearer, more unified and more customer-centered identity to express its new stage of development.
The positioning that followed was built on the productive tension at the heart of the new Europharm — the combination of global know-how brought by GSK and the deep local expertise the company had earned over years of building trust in the Romanian market. Rather than a generic unique selling proposition, the strategy reframed Europharm’s differentiator as a unique organizational purpose, anchored in a set of human values — respect for life, trust, partnership, innovation and care — and expressed through the master promise "Din toată inima" ("From the heart").
The resulting identity encapsulates the dual realms in which Europharm now operates: a deeply ingrained tradition and an expansive future. The new branding cleverly maintains the existing name, the heritage green color, and the iconic serpent symbol — an integral part of Europharm’s heritage that emphasizes the company’s enduring commitment to exemplary health services. Concurrently, the mark subtly incorporates hints of GSK’s signature form and color, with an orange core signaling the state-of-the-art know-how and progressive approach the global player brings to the table. These components converge into a memorable logo whose outline forms a dynamic, "pulsing" three-part heart — a symbol of the company’s dedication to health and its passion for bridging the gap between tradition and the future.
Around this strategic and visual platform, Brandient authored the brand’s narrative — its credo, values and company profile — and rolled the new identity across signage, vehicle livery, packaging, stationery, and PR and internal-communication materials, alongside packaging and naming for Europharm’s Eurovita vitamin and food-supplement range. The program positioned Europharm as a leading, responsible Romanian pharmaceutical company with a social mission to protect public health, and stands as one of the most internationally recognized pieces of Romanian corporate identity of its era. The identity developed by Brandient was recognized with a REBRAND 100 Merit (2005), a EULDA Best of Nation (2006) and an Identity Best of the Best nomination (Moscow, 2006).
Client:
GlaxoSmithKline
Industry:
Healthcare
Project type:
Rebranding — Brand Repositioning
Date:
2004
Services:
Brand Audit, Brand Positioning, Logo and Visual Identity Program, Corporate ID Program, Brand Guidelines; Brand Name, Narratives and Voice
Packaging Design
Branded Environments
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