Before a single color or font is chosen, a brand must know what it stands for. This is the strategic foundation everything else is built on.
Brand Promise
Health and beauty, within everyone's reach.
You exist to make quality pharmaceutical and cosmetic products accessible — not just for those who can afford premium, but for anyone who values their health and appearance. Reliability is the product.
Differentiation
Accessible quality. Not cheap. Approachable.
The market is split between expensive premium brands and untrusted generics. You occupy the third position: trustworthy, approachable, and consistently available. The brand you recommend to your mother.
Brand Personality
The brand speaks like a knowledgeable friend — warm, direct, confident, and never condescending. Not a corporate voice. Not a street market. The trusted local pharmacist who happens to know everything.
TrustworthyApproachableReliableWarmConfident
What we never say
The brand avoids anything that signals low quality, doubt, or inauthenticity. Every touchpoint must reinforce trust — from packaging to social media to how the phone is answered.
CheapGenericUncertainCold
// 02 — Logo System
The mark. Your first impression.
The VitaNova logomark combines a stylised leaf — symbolising health, nature, and growth — with an orange accent point representing energy, accessibility, and warmth. The wordmark uses a refined serif paired with a technical subtitle for professional credibility.
Primary — dark background
Primary — light background
Icon / favicon use
Reversed — accent background
// 03 — Brand Colors
The palette. Nature meets energy.
Green anchors the brand in health, trust, and nature. Orange injects warmth, accessibility, and optimism. Together they communicate exactly what you want: trustworthy and approachable, never cold or clinical.
Forest Deep#1A4A2EPrimary brand, headings, dark backgrounds
Vitality Green#2D7A4FButtons, accents, interactive elements
Fresh Leaf#4CAF7ALogo mark, highlights, icons
Warm Energy#E8792ACTAs, accent point, urgency
Warm Cream#FAF8F3Page backgrounds, clean surfaces
// 04 — Typography
The voice. How you sound in print.
Two typefaces. One serif for emotion and authority, one sans-serif for clarity and function. Used consistently, typography alone communicates professionalism before a single word is read.
// Body — DM Sans (all body text, labels, navigation)
Quality products, delivered to your door.
We distribute pharmaceutical and cosmetic products across the region, connecting trusted manufacturers with customers who deserve reliable access to quality health and beauty products. Simple, fast, dependable.
TypefaceDM Sans
Weight300 / 400 / 500
Body size15-16px / line-height 1.8
// Technical — DM Mono (labels, codes, metadata)
SKU-0042 · PHARMA · BATCH-2025-Q2 · HR · VALID
TypefaceDM Mono
UseProduct codes, labels, batch numbers
// 05 — Brand Slogans
The words. Three ways to say who you are.
Three slogan options for different contexts. The primary slogan is recommended for the main brand touchpoint. Alternatives can be used in campaigns, product lines, or specific markets.
Primary
"Health within reach."
Short, universal, and true to the core promise. Works in Croatian (Zdravlje na dohvat ruke), English, and German (Gesundheit zum Greifen nah). Suitable for all brand touchpoints — packaging, web, advertising, signage.
Alternative 1
"Trusted. Available. Yours."
Three words that directly address the three things customers fear losing: trust, availability, and ownership of their health decisions. Stronger for B2C campaigns and social media.
Alternative 2
"The brands you trust. The price you expect."
Addresses the value proposition directly. Works well for promotional contexts, price-sensitive campaigns, and launch communications where competitive positioning needs to be explicit.
// 06 — Brand Rules
What to do. What to never do.
Consistency is how a brand builds recognition. These rules ensure every touchpoint reinforces the same message.
Always do this
Use the logo on approved backgrounds only (dark green, white, cream, orange accent)
Maintain clear space around the logo equal to the height of the leaf mark
Use Forest Deep or Vitality Green for all primary communications
Pair the serif display font with DM Sans body text consistently
Use the orange accent to highlight one element per layout — not more
Keep language warm, direct, and confident in all communications
Never do this
Do not place the logo on busy photographic backgrounds without a clear zone
Do not use the logo in colors outside the approved palette
Do not stretch, skew, or rotate the logo mark
Do not use clinical blue or cold gray as primary brand colors
Do not use language that implies low quality, doubt, or limited reliability
Do not use more than two typefaces in any single communication
// 07 — Brand in Action
How it looks. In the real world.
These applications demonstrate how the VitaNova brand system performs across key touchpoints.