CVS challenged ANTHEM to help satisfy an unmet need—offering everyday basics for consumers who are not highly involved in key categories or are forced to shop on a budget. The new brand, over 100 SKUs, would strengthen the value impression for the CVS store brands’ portfolio, offering an opening price point tier to compete with mass and dollar store channels while preventing trading down of the mid-tier store brand.

ANTHEM delivered solutions within the existing portfolio strategy while supporting the strong CVS store brand experience. Our team formulated engaging brand positioning centered on basic functionality.  Just the Basics communicates value honestly, with offerings that are smart—not cheap, with an iconic brand identity and design system that helps consumers feel savvy about saving, without sacrificing.

Winner: 2012 American Graphic Design Awards (GDUSA); Certificate of Excellence, Private Label Packaging.