Be by Shufersal

Be by Shufersal, or Be, is a chain of pharmacies in Israel that sells pharmaceuticals, health products, beauty products and cosmetics. It was previously known as New-Pharm.

Israeli supermarket chain Shufersal, which had acquired New-Pharm in November 2017, rebranded it to Be in November 2018 to position it as a popular lifestyle brand and to distinguish it from Super-Pharm, the other major drugstore chain in Israel, which has a much larger reach and a more upmarket perception. The rebrand was commissioned by local agency Firma.


 * Brand relaunch video
 * Firma case study
 * Globes news report
 * New store design