the challenge

How do you reassure shoppers that their health is in good hands? You create an elegant design that captivates on shelf, builds trust and speaks to the essential goodness of the product.

the story

CVS Health launched Live Better to offer cleaner alternatives to conventional medicine. Live Better had to hold its own among national rivals and establish credibility with consumers exploring natural options.

the design

Building on the brand promise of “brilliant wellness” we created a brandmark and package design to position Live Better as both gentle and effective. A clean, mostly white aesthetic combined with natural queues speaks to Live Better’s modern take on traditional wellness.

the details

The brand mark, designed as a nod to traditional apothecaries, puts the
“seal of approval” on the Live Better pack. Pleasant shades of green allude to the plant-derived ingredients, and textural details provide a soothing experience to the touch and the eye.


Live Better entered the market with children’s and adult cough medicines. The visual assets were designed to carry Live Better through future iterations with the goal of expanding into a cross-category lifestyle brand.