About Annona
Annona was a trusted neighbourhood pharmacy in Malaysia with deep roots in traditional healthcare. While well-known locally, the brand struggled to connect with younger, modern consumers who increasingly saw pharmacies as lifestyle wellness destinations, not just places to pick up prescriptions.
The Challenge
Annona needed to evolve. The challenge was to reposition a traditional pharmacy into a modern wellness companion without losing its heritage and trust. The existing brand identity felt outdated, transactional, and lacked a cohesive story that would appeal to new generations of health-conscious Malaysians.
The Outcome
The rebrand positioned Annona as more than a pharmacy: a modern wellness brand that Malaysians could relate to and trust.
New identity rolled out across physical and digital channels with positive customer reception.
Strengthened relevance with younger demographics, without alienating existing loyal customers.
Created a platform for future growth, expanding beyond prescriptions into wellness products, supplements, and community health engagement.
Our Approach
Foxar Athon led the visual identity rebranding journey - combining strategy, design, and storytelling:
- Brand Strategy & Positioning: Defined Annona as “Your everyday wellness companion” - bridging medical trust with modern self-care.
- Visual Identity: A refreshed logo, clean typography, and calming colour palette to evoke wellness and accessibility.
- Tone of Voice: Shifted from clinical and transactional to warm, approachable, and lifestyle-driven.
- In-Store & Digital Experience: Redesigned touchpoints from packaging to social media, ensuring the brand felt consistent and contemporary.
