Walgreens & Duane Reade

Nice! features a bold, clean design aimed at being easily recognizable and simplifying the shopping experience. Current store brands including Café W and Deerfield Farms will be phased out and transitioned to Nice!. The change is Walgreens' latest move in its strategy to build its private brand business, including consolidation of many of the brands in its existing portfolio.

When designing for Nice!, the focus was on fun and simple, avoiding childish or over-design.

DR Good & DeLish is the 'Premium' version of Nice! It required a premium look and feel with a sometimes healthy dose of 'cheek'.

Role—Designer
Design Direction—Jenn Hill
Creative Director—David Weinberger

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