Oxford Online Pharmacy – Taking a century of care into the digital age
- Services:
- Art Direction
- Brand Rollout
- Campaign
- E-commerce
- Identity
- Packaging
- UI Design
- Website
Rundown: Oxford Online Pharmacy is a digital pharmacy combining 100 years of trusted pharmaceutical care with modern online convenience. Providing expert advice, prescription medicines, and discreet healthcare services nationwide in the UK.
Oxford Online Pharmacy is a digital pharmacy with roots in 1925, when John Frost founded the family chemist in Birmingham. From custom remedies for local customers to launching an online platform in 2012, the business has always combined expert advice, personal care, and innovation.
We partnered with Oxford Online Pharmacy on a full rebrand and website redesign to bring their heritage, expertise, and patient-first approach to the forefront in a crowded market. The work included brand positioning, a full rebrand, deep UX research, comprehensive UI website design, website re-tooling with a fully new front end build and more, ensuring the digital experience reflects the same quality and care that has defined the business for nearly a century.
The result is a confident, modern identity that honours the company’s legacy while showcasing its digital-first approach, making healthcare simpler, more personal, and accessible for patients nationwide.
Oxford Online Pharmacy approached us to refresh their brand and redesign their website for their 100th anniversary. The main challenge was to reconcile two very different needs: maintaining the credibility, trust, and personal touch of a century-old pharmacy, while creating a modern, streamlined digital experience that simplifies the process of purchasing medication online.
The business needed a platform that could convey expert care and reliability, but also feel intuitive, accessible, and efficient for a new generation of online customers. We partnered closely with the OOP team to translate their heritage into a flexible brand and digital system, ensuring that both long-standing patients and new users could engage with confidence.
The web project was structured around two main areas, guided by best-practice research and testing. First, we designed landing pages for a wide range of health conditions and products, ensuring clarity and ease of navigation.
Second, we developed the full end-to-end e-commerce experience, from user flows and wireframes to final designs. This included self-assessment forms to determine patient eligibility, automated treatment recommendations, and a seamless purchase journey covering basket, checkout, and confirmation. We also designed a user dashboard to support patients after purchase, creating a consistent, intuitive, and accessible experience across the platform.
We partnered closely with the Oxford Online Pharmacy team through an intensive strategy phase, refining brand positioning and architecture before moving into identity development and website design. The web project was multi-layered: starting with market research and best-practice reviews, we designed user flows for complex medical questionnaires and the e-commerce experience, developed a cohesive visual identity, and implemented a fully optimised digital platform.
The key challenge was translating OOP’s expert, personal care into a seamless online journey. By combining strategic insight, thoughtful UX, and clear visual storytelling, we created a platform that honours the pharmacy’s heritage while delivering a fast, trusted, and approachable experience for modern patients
The design draws on Oxford Online Pharmacy’s heritage as a local pharmacy since 1925 while meeting modern audience expectations. A range of classic Oxford blues (which are synonymous to the Oxford flag and coat of arms) form the base of the colour palette, warmed by softer tones for a more approachable feel. Photography embraces a British aesthetic, grounding the brand in its roots while supporting a contemporary identity.
Typography nods to the character of traditional pharmacy design, reinforcing credibility and expertise. Together, these elements create a cohesive, distinctive identity that balances heritage with clarity and approachability for today’s online patients.
“The rebrand not only looks fantastic but performs exceptionally well too. Since launch, all of the key conversion metrics have been trending up — a clear sign the work is delivering real impact.”
Stuart Gale, Founder, CEO
Maya Moufarek – Fractional CMO
Giles Brenard – Brand strategist & copywriter
