Walgreens packaging restage and activation of over 27 categories and more than 3,200 packages!

The redesign of the Walgreens  Health & Wellness brand improved shoppability with ease of navigation, building trust thru category relevance. The new brand positioning and design strategy was initiated by Redscout agency.

At Periscope, I led the restage and activation to create a cohesive packaging system across a 27 master categories and more than 3,2000 packages. That’s a lot of packages!

We had to start by learning about the needs of the many consumer segments shopping at Walgreens. Taking a training class at Walgreens to better understanding the needs and challenges that the older generations have while shopping.

We then designed a brand architecture and design system that could create consistent brand assets, with flexibility to shift with category cues and align with National Brands. Leveraging shopper insights to inform the visual navigation and category strategies.

Crafting an extensive design system and style guide with brand guardrails, color strategies, color palette, messaging hierarchy, iconography, navigation tools, color threshold tools, imagery & photography style guides, category guides and so much more. Our team designed of every package as well as visual asset creation, art direction of photography & illustration. Creating mockups for shelf set review by category. Also developing a robust set of guidelines and brand governance to establish color consistency across a wide range of different packaging structures and substrates.

Post launch, my team were the brand champions of over 1,000 skus per year in category resets and new items.