Deerfield, Illinois based drugstore Walgreens continues to evolve its Private Brand portfolio – this time with the introduction of Well at Walgreens. The new brand replaces the health and wellness products in the existing Private Brand portfolio eliminating portions of both the W brand and the Walgreens brand. This allows the health and wellness “Well at Walgreens” products to deliver on the overarching promise of the Walgreens retail brand. Over the last year food, cleaning and paper products have been moving to either Nice! brand or the unnamed “Sunny Smile” label.
New & old
The “Well at Walgreens” positioning was the theme of the Walgreens 2011 Annual Report in the report they defined the concept: Well at Walgreens defines what we want customer to experience
- Live well by finding value, fun and solutions for their daily needs.
- Stay well by finding the right products for health and daily living.
- Get well when they feel ill.
According to the report the Company is also piloting a new store experience that moves beyond the traditional drugstore format to a health and daily living destination. At the core is the health center that includes a redesigned pharmacy and, at some locations, a Take Care Clinic. In this area, patients are greeted by a health guide who directs them to the services they need. The new format is being piloted at a store in Oak Park, Illinois, and other stores in Illinois and Indiana.
The design is a pleasant modernization of the predictable package design of the private label Walgreens products. It is certainly not groundbreaking but the clean san serif fonts and intelligent information design are “nice” compared to the dated italics, painful drop shadows and clichéd arch of the earlier design.
What do you think?
Christopher Durham
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