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Beauty reigns in HBA packaging

CVS Pharmacy recently called on MLR Design to create a new brand identity and package for its store brand of health and beauty aids. The new product line showcases a stylishly colorful bulls-eye motif that highlights product names and product benefit copy, as well as a cosmetically inspired typography system.

Pw 13381 Cvsbeauty

The line, consisting of bottles equipped with pump-style closures, and tubes, is decorated with the simple, modern typography and small graphic cues identifying the scent, or type of product. For example, bottles of the skin firming moisturizer are identified with an illustration of a drop of water, the Cucumber Melon Body Wash with an illustration of a watermelon and a slice of cucumber. According to designers, CVS decided to create a strong packaging presence due to the “power of private brand strategy.” —ALR

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