Vertex Awards V: Gold Winners

Live Better

GOLD
Brand: Live Better
Retailer: 
CVS Pharmacy, Inc.
Country: United States
Category: B1. New Brand
Agency: Wallace Church & Co.

Summary:
Identify the strategic opportunity for the Live Better Brand, an innovative private label offering from CVS Health focused on non-clinical, cleaner alternatives to conventional OTC medicine. Develop a brand positioning, brand mark and package design to establish trust and credibility among consumers who typically purchase conventional products, but are interested in exploring natural alternatives. Create a brand distinct enough to live on shelf with both the established CVS Health brand and major national competitors.

Creative Solution: Through category research and a deep brand exploration, we developed a brandmark and packaging system to reflect the Live Better’s unique offering and point of difference. A clean, contemporary aesthetic and a spotlight on key ingredients position the brand as both gentle and effective.

Results: Live Better launched nationally in September of 2017, carving out a unique space for the Live Better brand to thrive in the current Cough and Cold, Baby Care, and Homeopathic markets.

Credits:

  • Gaemer Gutierrez, Creative Director Store Brand Portfolio, CVS Health
  • Stan Church, Executive Creative Director, Wallace Church
  • John Bruno, Creative Director, Wallace Church
  • Diana Luistro, Sr. Designer, Wallace
  • Michelle Sterns, Strategist, Wallace Church
  • Maureen McKenna, Account Director, Wallace Church

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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.