Enterprise Rebrand
Country Base: USA
Industry/Sector/Keywords: Healthcare/Pharmaceuticals, CVS Health, CVS, Pharmaceuticals, Healthcare, Target, Retail, Stores

Below: Before and After Images in Slide Show, Summary

Industry Setting

CVS Health (NYSE: CVS) is an American retail pharmacy and health care company. With over 158,000 pharmacies and $177.52 billion in annual revenue, CVS is one of the largest pharmacy brands in the U.S.

Target is the second-largest discount retailer in the U.S., second to Walmart. As of 2017, Target operates 1,834 stores throughout the U.S. and has over 341,000 employees, with an annual revenue of $69.495 billion.

In 2016, CVS announced its complete acquisition of Target’s pharmacy and minute clinic business for approximately $1.9 billion.


CVS engaged us to develop the in-store look and feel and messaging to smooth the transition.


To tell the brand story in an authentic and compelling voice, we developed the positioning, “our heart is in the right place,” referencing the thoughtful care CVS provides its customers, CVS’s heart shaped logo, and, of course, the fact that CVS was now located within Target stores. With this positioning at the head of the communications and visual identity strategy, we developed pre-launch, launch and in-store communications around the CVS and Target partnership. The pre-launch communications reassured customers that CVS would provide an improved upon version of their previous pharmacy experience. With the notion “same face, new lab coat,” we celebrated the fact that most pharmacists and technicians from Target pharmacies would stay on—you’re still being served by the people you know and like. And we communicated the improved benefits they would get as CVS customers such as more convenient hours and integrated subscription systems.


Across the country, CVS Target pharmacies are increasing the number of customers they deliver care to, and strengthening both the CVS Health and Target brands. Since acquiring the Target pharmacies, CVS’s year over year revenue has increased 11.7% to $46 billion.