Project scope: Verbal identity as part of an end-to-end rebranding project led by FutureBrand.
Service: Verbal identity.
The context
As part of an end-to-end rebranding project for Farmacity’s own-brand product range, Nogahl collaborated with FutureBrand as the verbal identity specialist.
Farmacity is a major Argentine pharmacy and drugstore retailer, serving consumers across a wide range of everyday needs. The project focused on its generic product lines, including high-volume essentials such as toilet paper, wet wipes and other everyday products.
While these products play a familiar role in people’s lives, they don’t always receive the same attention in brand communication as more prominent consumer categories. This created an opportunity to consider how verbal identity could contribute to a clearer, more cohesive brand experience across the range.
The role of verbal identity
Verbal identity gives a brand a recognisable way to communicate. It goes beyond individual words or product descriptions to establish how a brand expresses itself, what it prioritises and how its personality comes through in language.
For everyday products, this work can be particularly relevant. Communication doesn’t need to be loud or elaborate to be meaningful. The words used across a product range can help create consistency, express the brand’s character and support a more coherent relationship between the products and the brand behind them.
In this project, Nogahl contributed its verbal identity expertise within the broader rebranding process, helping shape the language dimension of the brand.
Why verbal identity matters
A brand communicates through more than its logo, colours or packaging. The language it uses is also part of the experience people recognise and come to associate with it.
When a brand spans multiple everyday product categories, verbal identity provides a framework for maintaining coherence while allowing each product to serve its own purpose.
It’s a reminder that every touchpoint contributes to how a brand is experienced, even when the products themselves are simple, familiar essentials.
Verbal identity is not only about what a brand says. It’s about creating a consistent way for the brand to speak, across the products and moments that make up everyday life.