Well at Walgreens Begins to Appear on Shelf

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?



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.