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Two white boxes on a yellow oval background, one closed with 'apo discounter' logo and one open with yellow interior and text 'Apotheke für alle.'White aponew box with red and black logo next to an open white and yellow box displaying 'Apotheke für alle.' inside the lid.

Project

apologistics GmbH (apodiscounter.de)

Client

Die Botschaft

My Services

Brand system definition and documentation, visual identity extension, component library design, UI foundations for digital interfaces

For APODISCOUNTER, one of Germany’s largest online pharmacies, I was engaged as design lead to extend a strategic rebranding into a consistent visual identity and to establish the foundation of a component-driven design system supporting the brand and webshop UI.

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*My clients are empowered to evolve their websites on their own. Live websites may not reflect my original designs.

Modern white building with large glass windows and red 'apo discounter' logo on the facade under a clear blue sky.

Context

APODISCOUNTER.de, part of the apo.com group, ranks among the top online pharmacies in Germany with significant annual revenue and a broad shopper base. Following a high-level rebranding led by the agency Die Botschaft, the existing webshop UI did not reflect the quality or strategic direction of the refreshed brand. The task was to both articulate a digital brand identity and initiate a system of reusable visual and UI components to enable coherent execution across teams and vendors.

Hand holding a white tote bag with yellow handles, featuring the text 'apo discounter' and a yellow semicircle design at the bottom.
Invoice document from apodiscounter addressed to Max Kahls in Berlin with item and pricing details.
Four apo discounter medication boxes: Paracetamol in yellow, Gingko Biloblatt in green, Immun Kapseln in blue, and Levocetirizin 5mg Tabletten in light green.

Approach

I joined the project when strategic brand direction was already defined. My focus was on translating brand attributes into a unified visual system and building initial UI components that could scale.

Two-page design guide featuring tertiary colors, color distribution with hex and CMYK values, download options, and layout principles with example designs and grid explanations.

Together with the creative leadership, I oversaw the logo refinement process and derived a holistic brand expression that balanced approachability and clarity. To move beyond static PDF manuals, I documented the complete visual identity in a structured Frontify guideline with downloadable assets, type tokens, and icon libraries to support internal and external stakeholders.

To address the webshop’s UI inconsistency, I initiated a component library starting with core elements such as grid definitions, forms, buttons, cards, sliders, chips, top navigation, and footer patterns. These components were developed in close collaboration with developers and product stakeholders to ensure technical feasibility and visual fidelity.

Side-by-side comparison of input fields showing states including normal, hover, focus, active, finished input, error, and disabled, with text placeholders and search icons; left side uses English placeholder text, right side uses German placeholder text with microphone and clear icons.

Outcome

The project resulted in a documented brand identity in Frontify and a foundational component library that aligns UI elements with strategic brand principles. This library offered a structured starting point for ongoing webshop redesign work.While the full webshop modernization did not reach completion due to client organizational constraints and inconsistent stakeholder alignment, the delivered assets created clarity for future iterations and enabled a more coherent visual approach than the legacy system.

Online pharmacy webpage displaying a points savings promotion, best-selling medications with discounts, recommended products, and top brands logos.

Key Takeaways

1. Translating strategic brand attributes into digital experiences requires early alignment on system rules and execution responsibilities.

2. Choosing a structured documentation platform (Frontify) over static manuals increases accessibility and reduces reliance on ad-hoc file sharing.

3. Establishing a shared component library early can help bridge brand design and UI implementation, even if broader product redesign pauses.