Creative Strategy
Tone of Voice
Point of Sale


To establish a new, cohesive and easily navigable aesthetic for the CVS Health private label brand Live Better™ that could flex and evolve beyond vitamins and supplements into over 80 new products in categories like oral care, baby and sun-care – while expressing the power of nature, positivity, transparency, vibrancy and warm character.


To anchor the brand in a rich ultramarine world where all-natural ingredients are imperfectly crafted with character to proudly shift the perspective of ‘natural’ and create a fresh new look for the modern pharmacy. The organically drawn world of all-natural ingredients pop against uniquely blue structures to help consumers easily navigate products via an organized and simple system of communication designed to let the bold illustrations be a bullseye at shelf.