When Walgreens’ owned brand, Nice!, needed a revolutionary re-brand and portfolio overhaul, I lead the team through the challenge. The brand required new pillar organization and a new identity with a consistent yet flexible packaging system to break through at shelf and illicit an emotional connection with consumers. 

The new Nice! design is proud, optimistic, and reinforces the brand’s quality ingredient standards, authenticity, and delicious products. 

Since the launch of the redesign, sales have increased significantly above forecasts. In 2019, the brand proudly earned a Nielsen Design Impact Award and a Vertex bronze medal for private label design.

The success of this work lead to nine additional Walgreens-owned brand redesigns—refreshing and modernized products across every aisle.