How do you create a credible, drug-free alternative to CVS Brand?
I was tasked to lead the creative development of a new brand exclusively for CVS Pharmacy. Live Better is a new line of alternative remedies that are drug-free. I directed a cross-functional creative team to develop an integrated brand experience. Live Better provided a credible alternative for consumers who want to avoid certain active ingredients. The Packaging received a Vertex design award.
Role: Creative Director
Brand Identity, Package Design, Print Collateral, Digital
I ensured that the package was able to balance the need to look "effective" with the need to look "natural."
The use of hand illustration was inspired by old school nature drawings. It was important that the "natural and clinical" came together to tell a strong brand story. Visual identity came together for an integrated brand story with print collateral, website, advertising, and point of purchase.