SILVER
NICE!
Category: Packaged Goods
Retailer: Walgreens
Country: USA
Agency: CBX

Our challenge was to come up with a national brand equivalent solution that would cover a very wide-ranging group of products including consumables, household, and cleaning. The brand would need to be tight enough to hold together in the many categories across the store, but flexible enough to compete against the national brand. Additionally, the strategy of the brand needed to ladder up to the greater Walgreens strategy of Happy and Healthy.

It started with finding a name that was broad enough to span a wide range of products, allow for future expansion of categories and be a great solution for the happy experience we wanted consumers to have when purchasing these products. After “Nice!” was established, a design solution was discovered that stands out on shelf through its cheerful, vibrant personality and relatable, engaging imagery.

The Nice! brand offers solutions for everyday living. The design and the products brighten the consumer experience. The tone of voice is relatable and the design makes you take a step back and say, Nice!

The look is simple and contemporary with playful photography and bright optimistic colors.

CBX team