241 - lifeShoppers Drug Mart Life

Category: B1. New Brand
Retailer: Shoppers Drug Mart
Country: Canada
Agency: Shikatani Lacroix

Over ten years, Life Brand had expanded into numerous categories, causing confusion. A new position, “Healthier. Easier” split the portfolio into “Get Well” and “Stay Well”. The packaging redesign moved Life away from national brand knock-offs to leverage its unique position in the marketplace.

Jean-Pierre Lacroix, Lead Strategist
Account Management:
Diane Mullane, VP Client Services
Devon Rose, Senior Account Manager

Kim Yokota, VP Graphics – Art Director
Bob Capling, Senior Designer

Murtuza Kitabi, Director of Production
Stephen Hutchinson, Senior Production Designer
Mark Willard, Photographer

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