The design for pharmaceutical products needed to be distinctly branded CVS Health. The challenge was to design the entire product line of over 500 SKUs. The design architecture is consistent and introduces the geometric heart shape as a key brand identifier. At the same time, the design guidelines provide flexibility to ensure relevance within each product segment.

In addition, the design for feminine care products must work in a much more competitive environment. Private label brands typically go unnoticed. The new beautiful and dramatic packaging design encourages purchase and trial.