Phoenicia Pharma had been around for a while, and like everything in life, we always adapt to the constant advancement of our world. Their brand image hadn't been upgraded since it was first created and, especially in the pharmaceutical world where cleanliness and positive energy are necessary elements, they requested the modernization of their personality, as well as their lines of health & beauty products.
​
We kept their old brand identity in mind, after all the phoenician ship has always been an iconic figure in the Middle East, symbolizing the discovery of uncovered lands and international trade, and they wanted to keep their identity yet improve it without changing it entirely. We sought out to focus on the main differentiator in their brand name (which is "Phoenicia") since pharma is the type of company. We gave the typography a little roundness to be easier on the eyes and more approachable.

Further more, Phoenicia Pharma requested changing the color and adding the Bowl of Hygieia symbol into the logo, so I aimed for more dynamism and positiveness, I made the ship more "modern & user-friendly", I changed the colors to Light & Dark Blue representing the Phoenician waters and added waves that show the pharmacy's help sailing through troubled waters.
​
After uplifting their brand image, we made sure Phoenicia Pharma's products stood out as beacons on shelves among other competitor products around the Middle East. And they loved it!