To efficiently communicate a product's contents, values or identity to the consumer, visual cues in the packaging design can be used. This essay aims to investigate how graphic design is used as a marketing tool in the packaging design of pharmacies’ self owned brand products. To achieve this a semiotic analysis was executed on a few representative packages of skin cream. The results showed that the packaging of the pharmacies’ self owned brand products have distinct similarities to their pharmaceutical grade alternative through the use of color, shape and graphic elements. The conclusion made from this is that similar packaging is used as a marketing tool to create the perception that the products are equivalent to each other and communicate that they are a part of the same product segment. The essay further discusses if this similar visual perception can affect the consumers perspective of legitimacy in the products and other possible consequences it could entail.