TOTAL HOME
Revitalizing CVS’s homecare offering
CVS looked to reimagine its $100M+ Total Home brand, as well as Earth Essentials and Just the Basics — giving them each a fresh story and aesthetic to better compete with new brands entering the category.
Brand Restage
Strategy, Insights, Brand Identity, Packaging, Illustration, Photography, CGI, Marcom
challenge
The home-care category has been challenged by new challenger brands that provide niche and modern solutions. In order to stay relevant in this world, where consumers demand greater efficacy while also looking to connect with brands at an emotional level, we needed to create a thoughtful brand with personality and a point of view.
Outcome
Robust brand foundation, architecture, and assets weave a cohesive story, while an expansive packaging system allows the Total Home brand to meaningfully flex from basics to eco-friendly products. With confidence and pride, Total Home comes to life in-store and online – delivering messages tailored for touchpoints across the shopper’s journey.
B E F O R E
A F T E R