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Identity, communication & concept design


  • First pilot store fall 2022

Skills & services

Visual identityConcept developmentConstruction & productionIndustrial designArchitecture & interior design

McKesson and it’s Norwegian subsidiary NMD reached out to Reactor in 2021 with the challenge of developing the pharmacy of the future. Together we developed a retail concept strategy based on changes in post-pandemic consumer behavior and industry challenges. The following brand, concept development and design process was implemented in the first pilot concept store in the fall of 2022. The performance of the pilot store has ignited further market implementation starting during the first half of 2023.

The updated brand communication of 2022 is based on the branding work we did for Vitusapotek in 2015. The program is now enriched with new identity elements as the creative use of the cross symbol as a flexible and descreet manner to hold the extensive design program together. 

We also directed and developed a new series of photos, animations and movies together with photographer Emil Sollie. The series is focusing on people, but not on the specific person, resulting in a library transcending trends and with considerable longevity that can be used over many years without getting outdated.     

We designed a retail space to inspire and facilitate a quality dialogue between pharmacist and customer on the floor, at the RX counter and in the consultation rooms. All with the objective to strengthening the pharmacist’s role as a specialist customer advisor. 

Aiming to seizing the opportunity in offering smaller, nearer and faster health services, tests and medical check-ups, we designed an environment for reducing stress and where patients shall feel seen, heard and understood, supporting the NMD strategy to become a preferred first health contact.

Based on the insight that health is the future of beauty, we designed to create a true destination category with an arena for passionate skin care specialists, utilizing strong product empathy where scientific products are emotionally presented. All with the objective to connect with  customers that are more loyal, more interested and true to healthier products.