Visual Identity


The Challenge

To proudly relaunch Gold Emblem, the premium private label from CVS, to be more than a store brand, and to better support the commitment and passion that CVS puts into curating their own ‘standard of delicious.’

Our Solve

To tell a story beyond a traditional quality guarantee, we were inspired by warm, characterful, intimate – and sometimes imperfect – moments of eating together, where everyone is invited and sharing is encouraged. We made a shift towards a core identity that’s inviting, and proud—with the ability to move across many formats in the 400+ SKU portfolio.