Live Better

Brand: Live Better
CVS Pharmacy, Inc.
Country: United States
Category: B1. New Brand
Agency: Wallace Church & Co.

Identify the strategic opportunity for the Live Better Brand, an innovative private label offering from CVS Health focused on non-clinical, cleaner alternatives to conventional OTC medicine. Develop a brand positioning, brand mark and package design to establish trust and credibility among consumers who typically purchase conventional products, but are interested in exploring natural alternatives. Create a brand distinct enough to live on shelf with both the established CVS Health brand and major national competitors.

Creative Solution: Through category research and a deep brand exploration, we developed a brandmark and packaging system to reflect the Live Better’s unique offering and point of difference. A clean, contemporary aesthetic and a spotlight on key ingredients position the brand as both gentle and effective.

Results: Live Better launched nationally in September of 2017, carving out a unique space for the Live Better brand to thrive in the current Cough and Cold, Baby Care, and Homeopathic markets.


  • Gaemer Gutierrez, Creative Director Store Brand Portfolio, CVS Health
  • Stan Church, Executive Creative Director, Wallace Church
  • John Bruno, Creative Director, Wallace Church
  • Diana Luistro, Sr. Designer, Wallace
  • Michelle Sterns, Strategist, Wallace Church
  • Maureen McKenna, Account Director, Wallace Church

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