Work / A pharmacy, refreshed
A pharmacy, refreshed.
A complete brand refresh for Kulud Pharmacy in Qatar — wordmark, packaging system, signage and bilingual rollout, designed in Doha by Freezil.
A brand refresh for Kulud, Qatar's home-grown pharmacy chain — keeping what customers already recognised, modernising everything else, rolling it across storefronts, packs, and digital.
· Overview
The brief
Kulud had strong local recognition but a visual system that hadn't aged with its audience. The brief was a refresh, not a rebrand — throw nothing away that customers already trusted.
We kept the wordmark spirit, modernised the colour system, introduced a bilingual typographic pair that holds up from a one-cm sticker to a six-metre facade, and rolled the system across in-store signage, own-label packaging, and the Kulud digital presence.
1
Refreshed identity
2
Typographic languages
14
Branch rollout
1
Retail system
· Approach
How we worked
01 — Audit first
Shopped five branches before sketching.
02 — Keep the equity
Wordmark stays. Colour system gets refined. Iconography rebuilt from scratch.
03 — Bilingual pair
Latin + Arabic pair chosen for retail scale — readable from across an aisle.
04 — Roll in stages
Signage first, pack next, digital last. No chaos visit.
· From the work
A pharmacy, refreshed.
Pages from the Kulud rebrand — logo, palette, packaging, environment.
· Next project
Bilingual, and shipping. →
Refreshing without starting over?
Tell us what you love about the current brand. We'll modernise the rest.
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