| Unicore |
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Pathfinder Adventure Path Subscriber
It is really up to you and what will make things most fun. Narratively, you could have all healing potions look and smell/taste the same, or you could have some regional differences/have ones that are clearly made by different people look very different, but only if it adds anything fun for you or your players.
If you want them to quickly know they have healing potions at hand and to be able to use them right away, it is perfectly fine to hand wave the identify magic activity.