Over the last three years America’s largest drug retailer Walgreens has systematically reinvented itself and introduced both an innovative customer experience and Private Brand portfolio. The reinvention has aggressive optimization and consolidation of the Private Brands, the reinvention of existing brands and the introduction of new brands that fully support the Walgreens retail brand positioning. This has included the introduction of Nice!, Well at Walgreens and Ology just to name a few.
The latest development removes baby products from the old Walgreens Private Brand and allows “Well at Walgreens” to deliver on the overarching health and wellness promise of the Walgreens retail brand while maintaining a playful nod to “Well at Walgreens” with the new brand name “Well Beginnings.” The new package design is contemporary and approachable; it creates an emotionally relevant visual voice that is comfortable and relevant. The patterned teal background and combines with the photography and logo font to create a brand that should evoke a Facebook “like” and most importantly engage the target audience – MOMs.