Samir Mammadzada – Prirodna – Rebranding a Czech Pharmacy Heritage

Přírodní® — Rebranding a Czech Pharmacy Heritage

Prirodna is a long-standing Czech pharmacy brand deeply rooted in natural healing, herbal science, and the country’s apothecary tradition. The brand’s name, meaning “natural,” embodies its core philosophy harmony between nature, science, and well-being.
This rebranding project revitalizes Prirodna with a contemporary identity that respects its cultural and botanical heritage while introducing a fresh visual language for modern wellness. The new design system draws inspiration from the geometry of Prague’s architecture, the organic rhythm of Czech landscapes, and the refined simplicity of herbal care. Through this balance of structure and softness, the identity connects the precision of pharmacy with the calm of nature.

The visual concept is anchored in subtle contrasts: natural tones against clean white space, minimalist geometry alongside warm human touch. The logomark — a fusion of leaf and architectural arch — symbolizes the union of nature and craftsmanship.
Typography plays a narrative role within the identity. Its composition references the layered skyline of Prague, where each letter interacts like buildings in harmony, reflecting rhythm, proportion, and balance. This approach transforms text into an architectural element of storytelling.

The project encompasses brand identity, packaging, print design, and logo development, creating a cohesive brand that feels timeless yet distinctly modern — a new chapter in Czech pharmacy heritage.