The Victorian Pharmacy Authority (VPA) is the regulator of pharmacy premises across Victoria, responsible for ensuring safe, compliant and well-managed pharmacy operations. As the organisation evolved, its existing identity no longer reflected its role or supported clear communication with stakeholders. The brand needed to be more contemporary, more distinctive and easier to apply consistently across a wide range of touchpoints.

Bite developed a new visual identity that positions VPA as a trusted, authoritative and supportive regulator. At the centre is a refined logo, designed for clarity and adaptability – pairing a confident wordmark with a simplified acronym that works seamlessly across digital, print and small-scale applications.

A key idea within the identity is connection. This is expressed through a distinctive overlap device, derived from the acronym itself, which creates a central point of intersection. Used throughout the brand, it provides a simple but meaningful visual cue – representing cohesion, collaboration and the relationship between regulation and the sector it serves.

Supporting this is a dynamic acronym pattern, introducing rhythm and movement while reinforcing recognition. A carefully expanded colour palette builds on the authority of blue, introducing complementary tones that bring warmth and flexibility across communications.

The identity is underpinned by a comprehensive visual style guide, ensuring consistency and ease of implementation. Clear rules for logo use, typography, colour and accessibility provide a practical framework for ongoing application – critical for a small team managing a broad range of communications.

The final suite of deliverables included the primary and secondary logos, a suite of graphic devices, and key applications such as an eNews masthead and virtual backdrop. Together, they form a cohesive and adaptable brand that strengthens recognition, improves clarity, and better reflects VPA’s role within the health regulatory landscape.

– Branding
– Visual style guide
– eNews masthead banner
– Virtual backdrop