Coora: A pharmacy rooted in care
Client:
E.J. Busuttil Ltd
Project Date:
2024
Industry:
We developed a brand strategy, name, identity and design for a new pharmacy entering the Maltese market. Our approach was to position the pharmacy as rooted in its community, providing soothing, compassionate support and care for all.
The Brief
Develop a strategy, name and identity for a new pharmacy brand, the first from a network of one-stop professional pharmacies and clinics.
The Work
Building a brand from scratch requires research. So, we worked closely with the lovely team at Coora to understand the business goals and the pharmaceutical market, which we then built into a strategic brand framework (Proposition, Purpose & Principles). Coora was a name loved by the whole team from the start. After multiple rounds, it was the one name everyone kept looping back to. Coora is a term borrowed from ‘Kura’, meaning both cure and care in Maltese. The ‘coo’ sound creates a pharmacy name that is softer and more soothing, fitting the trust and family feel that Coora wanted to project.
Our design identity pulled together a colour palette full of natural, earthy tones like soothing Camomile, Moss green and Camel. The logo was created from a series of loops wrapping around each other—a design concept that says we’ve got you, we’ll take care of you. Adding a personal touch to the brand, we chose a different font for our tagline ‘Rooted in Care’, mimicking the handwritten doctor’s signature scrawled on prescriptions. This is a brand identity inspired by life, compassion, nature, and ultimately the community Coora so lovingly serves.
Robert Busuttil
Operations Director
Working with the talented team behind Coora's brand development was nothing short of an exceptional experience.
From our very first meeting, it was clear that they were deeply invested in understanding our business goals, values, and the unique character of our pharmacy. They took the time to listen to our vision and truly grasp the essence of what Coora should represent—compassionate care rooted in the heart of our community.
Their approach was not just strategic but also highly creative, combining thoughtful research with imaginative design. They skilfully crafted a brand identity that perfectly encapsulates the values we wanted to project, from the soothing and welcoming name to the natural, earthy colour palette. The concept of loops in the logo beautifully symbolises our commitment to care, and the handwritten tagline adds a personal, authentic touch that resonates with the essence of Coora.
Throughout the entire process, the team was incredibly professional, responsive, and collaborative. They guided us through every step, ensuring that we were involved and informed, while also providing expert advice and fresh ideas that truly elevated the brand. The final result is not just a visually stunning brand, but one that is deeply meaningful and reflective of who we are as a pharmacy.
We couldn’t be more proud of the Coora brand and are grateful to have worked with such a dedicated and creative team. Their passion and commitment shine through in every detail, and we highly recommend them to anyone looking to create a distinctive and impactful brand.
Once again, thank you so much for all your hard work and time—it’s much appreciated!
The results
