Praxis Pharmacy

Scientific care, translated into a distinctive everyday identity.

The project

Praxis Pharmacy is an independent pharmacy in Neos Kosmos, Athens. In 2023, hello! developed its name, logotype and visual identity, creating a coherent system for the store’s printed, spatial and digital touchpoints.

From knowledge to practice

The name “Praxis” expresses the practical application of knowledge: expertise that becomes useful, accessible care. It gives the pharmacy a clear positioning rooted in science, responsibility and action, while remaining concise and memorable in both Greek and English.

A symbol with movement and human presence

The custom “P” is built from concentric, continuous lines. Its geometry can be read as a path, a fingerprint or a field of care—bringing together precision and a more personal dimension. Paired with a narrow geometric wordmark, it creates a contemporary signature that remains recognizable at very different scales.

A flexible pharmacy brand system

Deep teal, turquoise and white create a clean, confident palette without falling into a generic clinical aesthetic. The symbol expands into a repeat pattern and connects business cards, stationery, signage, paper bags, personal-care packaging, social media and mobile interface concepts. Across every application, the system stays consistent while giving each format enough space to function naturally.

Praxis Pharmacy shows how a local healthcare brand can communicate scientific credibility, human care and a contemporary point of view through one focused visual language.