CVS

3000 products, one heart

Stacked packaging of CVS's private label brand designed by Pearlfisher
Stacked packaging of CVS's private label brand designed by Pearlfisher
Stacked packaging of CVS's private label brand designed by Pearlfisher
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“This refresh was a thoughtful, multi-phase process that took over a year to complete. It involved close collaboration across teams, all grounded in feedback from real CVS customers to guide our outcome.”

Mike Weir

VP of Store Brands
CVS

From leading with value to leading with heart

CVS feels omnipresent. It’s rare to live more than 10 miles from one. That’s not just convenience - it’s access to care. For millions of people, CVS is the destination for everyday wellness essentials. It’s there. It’s trusted.

At the heart of that trust is the CVS brand portfolio. Over 3,000 products across 20+ categories, making care affordable and accessible. But the portfolio was fragmented on shelf. The CVS heart showed up in so many ways that it risked losing all meaning.

Our idea was simple: made the CVS Heart beat more consistently?

Not as decoration, but as discipline.

Acting with care, not complexity.

Capturing a variety of emotions – from the inconvenience of a cold to the anticipation of a first date.
We designed for people’s decision-making, balancing information and assets for the right products and the right need.

Fixed assets unify. Flexible codes create distinction, while remaining unmistakably CVS. It’s a portfolio that doesn’t just deliver value. It reflects the values of the people it serves.

Large corner building billboard featuring the CVS rebrand logo and slogan "Lead with heart." in bold white and red text.
A woman in a white shirt holding a clear bottle of CVS Ibuprofen blue softgels near her chin.
A hand holding two translucent blue liquid softgel capsules between its fingers against a plain off-white background.
Promotional graphic with red text reading "products you can trust from the brand you love" surrounded by personal care items.
A close-up of a person's wrist with a flexible, semi-translucent adhesive bandage applied against a plain grey background.
A line-up of various redesigned CVS Health private label product packaging, including fiber powder, probiotics, allergy spray, bandages, ibuprofen, and cough drops.
A bus shelter advertisement featuring an amber dropper bottle with a CVS logo above green text reading "We make health simple.".
Close-up of a smiling woman in a red shirt brushing her upper teeth with a light pink CVS toothbrush.
A set of CVS oral care products, including mouthwash, toothpaste, a toothbrush, and floss picks, arranged neatly on a white tiled bathroom counter.
Minimalist graphic representation of a clear water teardrop against a soft blue gradient background.
A grid of nine white circular health and product virtue icons set against a solid red background.
A woman placing a box of CVS Tampons into a bright red shoulder bag against a plain grey backdrop.
A smiling blonde woman wearing a red CVS shirt making a heart shape with her hands around her face under a blue sky.
Two cans of CVS clear spray sunscreen, Ultra Sheer SPF 70 and Children's SPF 50, laying side by side in coarse beach sand.
A hand holding three dinosaur-shaped gummy vitamins with a cartoon ladybug and playful line graphics on a soft pink background.
Front-facing view of a translucent yellow CVS Gentle Baby Wash & Shampoo bottle surrounded by floating soap bubbles against a yellow tiled bathroom wall.
A box of CVS Hypoallergenic Comfort Care Diapers and a can of Infant Premium Formula sitting beside a brown teddy bear in a nursery setup.
A baby in a diaper crawling on a blue surface surrounded by vector illustrations of a blue llama, flowers, and a ladybug.
Bold white text reading "For the big and small moments." centered on a solid red backdrop.
Two floating boxes of CVS Hypoallergenic NEXT STEPS Training Pants for toddlers against a light blue sky background.
A vertical stack of three redesigned CVS medicine boxes—Allergy Relief Nasal Spray, Ibuprofen, and Extra Strength Allergy Relief—against a plain light grey backdrop.

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