The CVS private label range was reimagined to create a more elevated, confident brand system, anchored by a flexible identity designed to unify the portfolio across every touchpoint.

As Creative Director and Lead Designer, the project was led from strategic definition through to final execution, working in close partnership with the CVS team.

The creative direction established a cohesive design system, visual identity and brand architecture, reinterpreting the CVS Heart as a distinctive and adaptable brand asset. Developed with a multidisciplinary team, the work ensured consistency and impact across the full range.

The project was awarded the Dieline Design Effectiveness Grand Prize—the first private label brand ever to receive this recognition.

Market: US
Award: Dieline Design Effectiveness Grand Prize