CVS is giving its healthcare products a glow-up to lure you away from brand names

CVS is overhauling its packaging for 68 pain reliever products this month, with updated packaging for nearly 3,000 other health and wellness items by the end of 2026. The current packaging looks clinical and overwhelming, with tiny text and too much information. CVS aims to modernize its brand, bring it front and center, and emphasize product benefits to make shopping easier. The new packaging features a simpler "CVS" logo, flat colors, and bigger product labels, making it easier to read and comprehend at a glance. Products for kids and babies will be labeled with a ladybug. The redesign was done by CVS teams working with the brand design agency Pearlfisher over the course of a year. The goal is to associate CVS with health and wellness, making it the brand customers think of first when seeking trusted solutions. CVS has been investing in its private-label products, including the introduction of Well Market snacks last year and an overhaul of CVS Beauty in 2023. The new packaging represents a further investment in building a strong store brand for core product offerings. By simplifying shopping for customers, CVS aims to become the health and wellness brand they think of first.