CLIENT

JGL PHARMACY MUSEUM

BRAND

JGL PHARMACY MUSEUM

TYPE

VISUAL IDENTITY, VISUAL AND VERBAL COMMUNICATION

The first specialized pharmacy museum in Croatia opened in the center of Rijeka during the year it was designated European Capital of Culture, as a tribute from the pharmaceutical company Jadran-Galenski Laboratorij d.d. to the city on the Rječina River. In close collaboration with the City of Rijeka and the Museum of the City of Rijeka, the JGL Museum of Pharmacy serves as a gathering and educational space. Through its unique permanent exhibition of 10 units, it engagingly presents the origins and development of pharmacy in Rijeka, Croatia, and worldwide.

As a multidisciplinary studio, we have been involved in the project from the very beginning. The JGL Museum of Pharmacy project is the result of collaboration between the founder and award-winning professionals in architecture, branding, design, digital identity, and photography. The vision of the entire project was clearly defined to ensure the final result satisfies both investors and visitors.

The visual identity of the JGL Museum of Pharmacy is based on the fundamental symbols of pharmacy — the snake and the chalice — aiming to communicate the topic in a fun and engaging way through a “host” that directly addresses visitors. Just as the snake in the traditional pharmacy symbol wraps around the chalice, in the JGL Museum of Pharmacy logo, the snake coils around the letter F (for pharmacy) or P (farmacija in Croatian), forming the letter M from the abbreviation PM — Pharmacy Museum (MF – Muzej farmacije in Croatian).

The snake’s head graphic is derived from the droplet element of the Jadran-Galenski Laboratory logo, emphasizing the connection between the museum’s founders and the institution itself. The snake’s flexible and organic shape allows it to be adapted into various visual identity elements — for example, the distinctive shape at the museum’s entrance portal. The choice of a vintage-style font for the letters F and P, combined with the modern design of the letter M (the snake), reflects the blend of tradition and contemporary presentation of pharmacy within the interior. It also pays homage to the historical aesthetics of pharmacy communication, label design, and the overall image of the pharmaceutical sector from earlier times.

All elements of the brand and the overall visual identity are perfectly complemented by the bilingual slogan “Explore the HISSStory of pharmacy”, serving as an inviting message from the museum mascot to discover the fascinating world of pharmacy.

The color contrast of the JGL Museum of Pharmacy’s visual identity is inspired by the vast range of hues produced through chemical reactions. Specifically, the colors used in the museum’s interior and across its visual communications are derived from the chemical reactions of cupric sulfate anhydrous and potassium permanganate. This approach provided us with a rich and versatile palette for developing the visual identity’s color system.

The JGL Museum of Pharmacy is organized into ten distinct units, each representing an individual thematic entity. Upon entering, visitors are welcomed by a snake—the universal symbol of pharmacy—who introduces them to Hortus Sanitatis (1), the "Garden of Healing." This lush vertical garden features live medicinal plants known for their healing properties. Each plant is accompanied by circular legend displays that offer insight into its pharmaceutical use.

The journey continues with a winding glass installation (2), which outlines 18 key milestones in the history of pharmacy, both in Croatia and worldwide. Hidden within this structure is a faithfully reconstructed historic pharmacy interior (3) from the early 20th century, serving as a central exhibit.

The next stop is the pharmacy laboratory (4), divided into galenic and analytical sections. Here, visitors can participate in interactive workshops and observe traditional, handcrafted methods of medicine preparation.

This leads into a multimedia presentation (5) showcasing the lives and legacies of prominent figures in Croatian pharmacy and chemistry. Adjacent to this is an authentic pharmacist’s office (6), featuring original furnishings and instruments once owned by Enea Forempoher, along with a rare collection of international pharmacopoeias, seamlessly blending historical artifacts with modern museum design.

Given the crucial role of Rijeka’s pharmaceutical pioneers—Alga and Ljekarna Jadran—a dedicated unit (7) explores the history of pharmacy in Rijeka, highlighting the most impactful local developments.

A special exhibition space (8) honors the region’s most successful pharmaceutical enterprise: the story of Jadran-Galenski laboratorij d.d., the Museum's founding company and a leader in the national pharmaceutical industry.

Before concluding the tour at the Museum’s souvenir shop (10), visitors enter the Medicinal Plants Zone – From Nature to Medicine (9). This immersive exhibit offers a visual, olfactory, and tactile experience, revealing fascinating facts about the role of plants in modern pharmaceutical production.