Help Net had 150 pharmacies — and no two storefronts alike
Bucharest and Singapore, December 2014
Help Net, the reputation leader among Romanian drugstore chains and one of the country’s few large women-led businesses, had grown organically over two decades into more than 150 urban outlets. For its fifteenth anniversary, Brandient revisited the positioning — competence, expressed where it matters most, at the point of sale — and confronted the brand’s real, physical problem: 150 shopfronts, no two the same size or shape.
The main design challenge was to harmonize and reach consistency at the store window level for the 150 retail locations—locations that are unstandardized from a real estate point of view. We, therefore, created an illustration-based pattern that is scalable for any retail window size. The new brand platform provides a generous graphic identity, with plenty of brand property, derived from Help Net's symbol—from its simplicity and modernity.
—Adrian Stănculeț, Brandient Design Director
The store window became a fascia, lifting brand recognition and consistency above the visual clutter of the high street. Cristian ‘Kit’ Paul drew the elegant, minimalist logo; Adrian Stănculeț led the graphic platform that carried it across the estate.
Read more about the project on Brandient's website.
Brandient is the award-winning brand strategy and design company, with offices in Bucharest and Singapore. Find out more about us and about our work.
About Brandient
Brandient is an independent brand strategy and design consultancy founded in Bucharest in 2002 by Aneta Bogdan, Cristian Kit Paul and Mihai Bogdan — never part of a global network, working directly for the owners, CEOs and boards of its clients, with an all-senior team and category exclusivity. In over two decades the firm has created or rebuilt more than 300 brands, 279 of them published as case studies at brandient.com/work — from Romania’s national leaders to brands carried worldwide. The firm has been active in Southeast Asia for more than a decade. The work has earned 84 international awards and distinctions — most recently a Red Dot (2025) and two Graphis Golds (2026) — 64 documented mentions in international design books and publications, and, in 2015, a place among the inaugural inductees of the REBRAND Hall of Fame, alongside Interbrand and MetaDesign.
About Help Net
Help Net is Romania’s third-largest pharmacy chain, with more than 400 pharmacies nationwide — part of the Farmexim group, owned since 2018 by Germany’s PHOENIX Group, one of Europe’s leading pharmaceutical distributors. Brandient rebranded the chain in 2014: the Help Net case.