USA > CVS

CVS is the latest retailer to introduce its own store brand product line, Just the Basics. The low-price economy tier is composed of more than 100 products, ranging from personal care products and household cleaners to cereals and chips. To separate itself from the CVS brand, Just the Basics will not include its retail banner on-pack. Instead, the packaging will feature a simple, white background with a large lowercase “b”.  The color-coded “b” will also be surrounded by product photography to further identify the item.

Launch
February 2011

Package design
Anthem Worldwide, www.anthemww.com