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 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.
Stay tuned as the CVS Private Brand portfolio continues to evolve