Branding & Identity

Shor Tabachnik

The “Shor Tabachnik” group was founded in 1948 when pharmacist Josef Shor married another pharmacist named Tova Tabachnik. This young couple united two pioneering families in young Tel Aviv.

The main logo experienced many changes over the decades, until 2013, when a rebranding process was initiated. One of the first decisions was to design a bilingual logo for the first time, which also symbolizes the hermetic connection between the two families. Another decision was to transform the color green into the dominant brand color, while referring to the leaf illustration from the previous logo. The new icon creates a “heart” shape, and reinforces the values ​​and emotion of the old brand in the local community.

As part of the process, a series of new icons were designed for the new website and for interior signage for stores. A new graphic language was established for dozens of items, but the creativity in the ongoing work with the brand reaches its apex through the shop windows that I design every few months. Shop window design provides an opportunity to push the brand’s boundaries into unexpected terrain, in sharp contrast to the conservative pharmaceutical business arena.