In late 2011 Walgreens consolidated its food private brands into a new brand they called Nice!. The brand combined a competent execution of white based brand designed made popular by Publix with a name that has real personality. Nice! represented an interesting evolution for the naming of private brands that pushed it beyond the generic Great/Essential/Guaranteed/Value names that work hard to convince potential customers their products are cheap.
This week Walgreens published a video on Youtube that reveals what observant shoppers may have noticed over the last few weeks. Six years after its introduction Walgreens is rolling out a repositioned and redesign Nice! to 1000 products across 25 categories. The repositioning splits the brand into three segments: Everyday, Premium, and Organic which are visually connected and related by design but unique to the segment. It’s a “nice” portfolio and design evolution that creates a much more ownable brand.
“Introducing the new Nice!: Simple. Honest. Delicious.
Our story starts at the core with an honest approach to living well & eating better, without sacrificing those little treats that brighten our day. Focusing exclusively on food & beverage products, we prioritized great tastes, while removing the bad stuff wherever possible. Take the guess work out of making a better choice; simply choose Nice!. Nice! will show the world that living well shouldn’t be complicated; it should be Simple. Honest. Delicious.”