Our Work
Zag

Our Work

Mettra

From roots to remedies: Developing a brand that blends precision with community warmth. 

Opportunity

Mettra, a brand under Pharmacy Brands Canada, was set to redefine its brand with a fresh, innovative approach. The challenge was to create a brand identity that seamlessly blended healthcare precision with an organic, community-centred feel. With many locations planned for rural and small communities, Mettra needed to communicate its commitment to holistic care, precision, and balance in a way that resonates deeply with its diverse demographic, primarily individuals aged 40-75. 

Approach

We dove into the branding process with enthusiasm and a clear vision. Our mission was to craft a brand identity that was energetic, minimal, friendly, and authentic. We needed to balance precision and warmth, creating a brand that could speak to both the technical aspects of healthcare and the nurturing side of community care.  

Our strategy was to infuse every element with Mettra’s essence, ensuring that the brand would connect powerfully with its target audience. 

Execution

Inspired by the concept of an organic plus sign and the symbolism of leaves, wellness, and health, we designed a logo that visually represented Mettra’s core values. The logo’s harmonious geometry features overlapping lines that form a leaf and pill-like shape, integrating a flower-like symbol with a cross in the negative space to signify health and well-being. 

The branding elements we developed included: 

  • Logo Variations: Several logo formats, such as the full-colour logo, reversed logo, and pharmacy-specific logo, are available to ensure versatility across different applications. 
  • Tagline: “Here for Life” to emphasize Mettra’s commitment to supporting its patients throughout their journey. 
  • Colour Palette: A selection of colours that evoke feelings of wellness, nature, warmth, and community, including greens, golds, and oranges. 
  • Icons and Patterns: Custom icons and patterns that draw on natural and organic motifs, reinforcing the brand’s connection to health and vitality. 

We also focused on integrating photography that captured genuine moments of people interacting with nature, embodying the brand’s commitment to authentic and holistic care. This included candid shots of diverse individuals engaged in everyday activities, enhancing the brand’s friendly and compassionate persona. 

Results

Mettra’s new branding has successfully established it as a vibrant and approachable presence in the pharmacy sector. The combination of energetic, minimalistic design with a warm and friendly tone has resonated well with the target demographic.   

The visually appealing assets—ranging from the logo and colour palette to the engaging photography—foster a strong sense of community and highlight Mettra’s unique approach to healthcare.

As Mettra continues to roll out its locations in rural and small communities, the strategic and creative foundations promised to support its mission of providing balanced, holistic care with precision. The brand is well-positioned to build lasting connections with its patients, turning everyday interactions into meaningful moments of care and support.