MPB First Look: Walgreens Debuts Well Beginnings

Walgreens Well Beginnings 1Over 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.


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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.