The ask.
Create a braces/muscle recovery shopping experience in-store and online to seamlessly replace 30+ Futuro brand products, while educating consumers and allowing for easy product selection based on their needs.
The answer.
Creating a new CVS Health braces visual identity while delivering a unique online & in-store experience to ensure shoppers they have the right product.
By examining CVS Health’s consumer research, we could map out how shoppers typically shop the braces category.
Shoppers typically have a need that arises, the journey immediately begins online as they investigate. At a midpoint during their investigative process, they transition to in-store shopping to narrow in and re-confirm their online assessment.
By gaining a consumer understanding of the in-store experience, a landscape to research in-store and online experiences around product sizing was crucial to inform industrial design and packaging for the in-store fixture.
The landscape assessment would not only unlock the codes and cues for packaging design, but also influence analog vs. tech-enabled design solutions for assisting consumers in measuring proper product fit.
Strategy paired with industrial design and engineering enabled us to organize the shelf space in an optimal way to convert shoppers to buyers while focusing on sizing needs.
The strategy best executed in store, was to create an analog sizing solution. A “can’t miss it” display to ensure packages weren’t open in aisle, while your proper size was confirmed.
Given the modularity elements of the design system created, it was easy to extract key elements that would then be used for video production and carousel strategy.
The five key focuses were
-Key Product Benefits
-Emphasis on wear, feel, and support
-Selecting product in store/online
-Brand Trust & Quality
-Ending on the overarching benefit
