CVS Refreshes Earth Essentials

Over the last few months Woonsocket, RI based drug retailer CVS has gradually begun to roll out a redesign and refresh of its Earth Essentials Private Brand of natural and environmentally friendly products. The brand, which was originally launched in 2008, includes paper products made with 100 percent-recycled fibers and plates and bowls made entirely from natural and renewable sugarcane. Greenpeace endorsed the products, which are designed to completely biodegrade. The selection of paper products made with recycled fiber includes napkins, toilet tissue and paper towels. The refresh continues the evolution of the CVS Private Brand portfolio separating the CVS brand name from products, which do not support their goal of positioning the CVS brand as a “healthcare expert.”

The update moves the CVS logo to the lower third of the pack and dramatically reduces the size.

The new design presents a clean modern approach to eco while embracing the strong visual cues from the original design. The word mark has morphed from a awkward italicized serif to a fashion-forward, friendly lowercase san serif – the dominant green is brighter and fresher – while a iconic version of the tree has replaced the large overly detailed version of the previous design.

The value tier brand – Just the Basics; Earth Essentials & the mid tier CVS brand

Stay tuned as the CVS Private Brand portfolio continues to evolve


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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.