Radiance / CVS


Radiance is a brand of vitamins owned by CVS/pharmacy that had seen declining sales. CVS was considering adding some new, more premium options to the line such as non-GMO, organic and vegan products, but wasn’t sure given the poor performance.
After extensive research, CVS reformulated the line to be 100% preservative-free and introduced a new brand identity with more compelling packaging. We also created an all-new Radiance Platinum tier to identify the more premium offerings.