Al Dawaa

Inspiring Life Long Wellness.


Brand Positioning and Proposition

Brand Identity

Branded Experience and Interior Design

UI and UX Design

App Design

Brand Application

Launch and Awareness Strategy


New Stores Since Launch


Increase in E-commerce Sales


App Downloads

Watch the Project Story and Find Out How We Transformed Al Dawaa
The challenge

To transform a pharmacy into a world class healthcare brand.

With the role of the pharmacy changing dramatically due to digital trends, Al Dawaa needed to completely reposition their business around customer lifestyles and needs rather than just sales.

The big idea

To create a brand thats builds lifelong relationships with customers old and new across the middle east.

Inspired by DNA

The branding we created is inspired by the ‘Alpha Helix’, the ribbon that protects the human DNA strand. It represents humanity, security and protection. and embodies the Al-dawaa brand essence “Care for life”.

A Wellness Service Proposition

We created a refined service proposition. The brand is now a hub for wellness needs, bringing health close to home with in-pharmacy medical advice, quality nutrition at their cafés and a specialised product range.

We have found am amazing partner in I-AM, to help us deliver our long term vision. The new store designs have led to a significant increase in the average sales per square meter.

Mohammed Al Farraj, CEO at Al Dawaa Medical Services Co

A Serene Space

With cafes and designated areas, for seminars and meetings with healthcare practitioners, the new stores are warm and inviting; a sharp contrast to the traditional pharmacy with stacked shelves overflowing with products.

A Delightful Digital Shopping Experience

We designed over 1000 screens for mobile app and 1500 responsive web screens, covering iOS and Android operating systems and different screen formats for the web. Enhancement of the digital shopping experience such as; a hassle-free product search, simplified product categorisation, clear visual hierarchy for product cards and features for customer recommendations based on their expressed needs and concerns were essential for success.


App screens designed for iOS & Android


Responsive web screens for iOS & Android


User flows

Merging Online with Offline

We integrated digital and physical elements to increase customer engagement and channel usage. These included prescription delivery, health trackers, medication reminders, pregnancy trackers, charity donations, virtual make-up applications, and enhanced visibility and attractiveness of loyalty programs.

Integrating Digital in Store

We included digital channels within the store customer journey for different modes of shopping such as, click and collect, store check-out, and booking & appointment management for store services.

Our process

Behind the scenes

Research & Insights

We interviewed current and prospective Al Dawaa consumers to better understand their real-life demands and their preferred service channel. More than 50 hours of interviews were also conducted to determine which features or service ideas resonated with them. Our work revealed that the Al Dawaa customer experience needed to be elevated by seamless health services, trained staff and a one-stop-shop format.

Strategic Workshops

The Brand Key & Customer Journey Workshops were built on the foundation of our research findings. They enabled us to explore Al Dawaa's offerings beyond products and in to services. We increased the "reason-to-visit" by developing engaging products related to wellbeing, drawing on the insights of the 13 key personas who served as inspiration for the overall design. Our four new store formats: City Centre, Mall, Neighbourhood, and Pop-Up, are the result of fully unified research, insight and design.

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