Refreshing the portfolio of CVS's private label products
CVS and The Fresh Market Undergo Brand Refresh
In the world of retail, two major players, CVS and The Fresh Market, are shaking things up with comprehensive brand refreshes.
CVS's Modern Makeover
CVS Health is undertaking a comprehensive rebrand of its private label packaging, aiming to create a simplified, modern design. This move is aimed at strengthening its store-brand identity and appealing more directly to consumers, particularly in the healthcare and wellness categories. The rebrand, led by CVS's Vice President of Store Brands, Mike Weir, focuses on scaling clean and streamlined packaging across their private label products to enhance consumer recognition and differentiate CVS products in a competitive market.
The impact on the healthcare industry could be significant as CVS’s private label products become more prominent and appealing, potentially increasing consumer loyalty and shifting purchasing patterns toward CVS-branded healthcare and wellness items. This move fits within CVS's integrated healthcare model, strengthening its position not only as a retailer but also a key health service provider. The updated packaging also aligns with emerging trends emphasizing sustainability and functional, user-friendly design.
The Fresh Market's Transformation
The Fresh Market, on the other hand, is aiming to redesign 700 items in one year, moving away from a strategy of consistency across the store in favor of personality and individuality in product packaging. The company is using this opportunity to reimagine its brand and create something that its customers would believe in and love.
Examples of the new packaging include the fully illustrated coffee cup featuring The Fresh Market logo. The chief executive approved the new design, stating that it made him smile, providing the emotional response the company was looking for.
In addition to the packaging refresh, The Fresh Market has upgraded its product assortment, adding new selections such as breakfast items, in-store roasting of coffee beans, and items like pizza, ribs, salmon, and pulled pork becoming menu staples.
Casey's Convenience Store Chain's Evolution
Casey's, a convenience store chain, began its private label retooling effort in 2020. The company enlisted Marketing By Design (MBD) for an extensive product packaging redesign. Casey's wanted to evolve its brand, become a more contemporary version of itself, and make the private label assortment relevant for its shoppers for the next 50 years.
At the time, Casey's private label assortment had about 300 items, which performed well initially but then stagnated. To address this, Casey's chose to focus on its Casey's brand and redesign product packaging to downplay the red that had long been used, bringing in different colors that allow individual items to stand out on the shelf.
Industry Insights
These brand refreshes were discussed at the Velocity Conference + Expo held in Charlotte, N.C. in May, where the growth of private label across various retail channels and strategies to modernize private brands were the main focus. Additional details on the CVS private label rebrand are expected to be made public in the coming weeks.
In the case of The Fresh Market, the aim is to ensure the brand remains relevant and connected to its customers, with Michelle Beck, director of own brands at The Fresh Market, stating that a brand losing relevance with its guests is when it begins to die.
These moves by CVS and The Fresh Market demonstrate a commitment to evolving their brands to meet the needs and preferences of their customers, while also staying competitive in their respective industries.
- In the retail industry, CVS Health is modifying its private label packaging to foster a simplified, modern design, heightening consumer recognition and distinguishing CVS products within a competitive market.
- The Fresh Market is refreshing 700 items this year, moving towards unique, personality-driven product packaging to connect more deeply with customers and maintain brand relevance.
- Casey's, a convenience store chain, partnered with Marketing By Design (MBD) for a comprehensive product packaging redesign in 2020, aiming to modernize its brand and make private label assortment more contemporary and relevant for shoppers for the upcoming 50 years.
- The growth of private labels and strategies to modernize private brands were discussed at the Velocity Conference + Expo, where industry leaders shared insights about evolving brand strategies and remaining competitive within their respective sectors.
