Lilla Hjärtat

A playful brand for children, made by children

Apotek Hjärtat is one of Swedens largest pharmacy chains with over 2000 employees and more than 300 pharmacies spread out all over Sweden. Our brief was to create a concept for Apotek Hjärtat´s child & baby products. The aim was to create a coherent and flexible design concept for packaging, retail environments and communication. We named it Lilla Hjärtat (The Little Heart).

Lilla Hjärtat is Apotek Hjärtat the children’s way. It’s not a place where we lower yourself to a child’s level, but rather one where we try and elevate ourselves to their emotions. We invited children to show us their world. Not an adults interpretation of it. Lilla Hjärtat is a concept for children, by children.

Different techniques were used to visualise the different product groups, and the children’s creations are what we used for the packaging, bags, posters, stickers, and the for the new retail environment. Naturally, each child’s name appears on their creation.

Project partners:
A large number of fantastic and creative children
Felix Odell
Tobias Regell
Åkestam Holst

 

 

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In a workshop we invited children to show us their world. Not an adults interpretation of it.

 

 

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Different techniques were used to visualise the different product groups. Watercolour for bath, brushes and pens for hair and paper cutting for mouth.

 

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A symbol that adorns every Lilla Hja?rtat product that lets the consumer know that all ingredients have been carefully chosen.

 

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In the retail environment the childrens creations were used in large scale to create a scenography for the products.

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“Our launch of Lilla Hjärtat has been extremely well received. It feels fantastic to have succeeded in producing such a strong overall concept where everything from the packaging design, printed materials, advertising and in-store presentation fits together to create a coherent brand.”

 

Fredrik Kullberg, Brand Manager

 

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The children’s creations were also used for posters and printed materials.

“With this emotionally charged concept it has been easy to achieve our desired result while also providing the possibility for endless variation.”


Fredrik Kullberg, Brand Manager

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Photography concept in black and white featuring children with the Lilla Hjärtat symbol.

 

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