How do you revolutionize the #1 selling brand at CVS?
Very carefully. I was tasked to lead the redesign of CVS Brand with a highly complex brand architecture and multiple stakeholders. This was a massive, multi-year initiative that encompassed 3000+ skus across 20 different categories. The initiative built credibility and empathy for CVS as a healthcare organization for its consumers.
Role: Creative Director
Package Design, Brand Architecture, Brand Voice
The CVS Pharmacy brand was renamed to CVS Health as a way to link the credibility of the corporate enterprise with branded products.
I drove the development of a new flexible design system that can accommodate 20 different categories while maintaining brand consistency across 3000+ skus.
This was a complex initiative where I balanced the expectations of our cross functional team with my convictions on creating a new contemporary design. Through numerous consumer tests my CVS business partners and I aligned on a design that met numerous objectives including a nod to the enterprise brand position and identity.
I thought it was necessary to develop a flexible system that can express certain categories that were more emotive and less clinical.
I drove the principle that over-the-counter medications can be colorful and aspirational without eroding credibility.