A5 Group

Retail branding, corporate identity development and private label design

Creating the brand for the "A5" pharmacy chain in 2006 marked a significant milestone in my branding career, particularly in naming. The brief from shareholders was simple: the name needed to be memorable, with potential for widespread recognition. I proposed "A5," which phonetically aligns with the Russian word "опять" ("again"), making it feel as though customers were repeatedly encountering the brand.

The identity was built around a simple logo and typography, with the signage as the main element. The layout was divided, with 30% dedicated to the logo and 70% to the word "Аптека" (Pharmacy). The brand's signature bright orange, and later red, became a key feature of its visual identity.

By 2011, the chain had expanded to 750 locations. Joining the team as art director, I refreshed the brand while maintaining its identity, introducing new communication standards and a cohesive design approach for store interiors and exteriors.

One of the company's sub-brands, "Norma," was developed as a strict discounter. Despite its budget positioning, the brand featured a distinct logo, recognizable typography, and cohesive graphic design.

Another brand within the A5 Group was "Mosoblfarmatsiya," a pharmacy network based in the Moscow region. Though the name was long and difficult to change for various reasons, a vibrant and engaging visual identity was created to give the brand a distinctive presence despite the challenges posed by its complex name.

During my contract with A5 Group, I managed and oversaw the launch of over 60 private label products, primarily in beauty and wellness. This was a new and challenging experience, where I coordinated freelance talent and collaborated with external design studios on the client side.

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