A circular brand for a pharmacy circle

A new business asked us to develop the brand for a Pharmacy Buying Group - a concept where an entity groups pharmacies together to help them negotiate better prices with their suppliers and acquire better management innovation strategies.

Based on trust, transparency and responsibility, this allows pharmacies of any size to be more competitive in the market, thus creating a more sustainable business for all parties involved.

Starting from the concept of sharing a new and sustainable future we evolved the word “group” to the idea of a “circle”. Only by collaborating within this private circle, can everyone keep their business rolling. 

To complement this idea, we looked for a word that would also motivate and challenge the members of this circle. And BIDS Buying Circle was born. The word BIDS imparts a feeling of competitiveness and desire that was key to keep all pharmacies interested and actively participative. 

The visual identity was also heavily based on the circle, with letters and visual elements being formed by juxtaposing circles, or parts of circles. The colour palette is restricted to black and white to portray the exclusive nature of the brand, and any additional colour is brought in solely through photographs.