CVS Pharmacy Branding
Phase One
Phase One
an emotional connection between the customer, pharmacy and pharmacists in order to create or increase brand loyalty. The focus was placed on the pharmacist using the “Pharmacist as Hero” idea. A set of “brand filters” – in which every piece of pharmacy-related touchpoints could be challenged against – was created, so as to stay within the over-arching brand message of Caring and Knowledge. A visual mnemonic was created as a way to connect the customer to the brand idea and feel in a versatile and subtle way. This mnemonic was then used as a common thread to connect all the retail/business categories which fall under the CVS/pharmacy umbrella.
