CVS Updates Its In-House Product Line Selection under its trademark name
In the ever-evolving landscape of retail, private label rebranding has become a significant strategy for major players. CVS, Casey's, and The Fresh Market have recently made moves to refresh their private label offerings, with CVS leading the charge in a notable overhaul.
CVS has embarked on a comprehensive refresh of its private label branding. Design firm Pearlfisher has been enlisted to lead the redesign, modernizing the look and feel of CVS's packaging, color schemes, logos, and structural elements. This move is part of a broader strategy to boost consumer engagement and strengthen CVS Health’s brand identity in retail pharmacy and consumer wellness segments. The company's strong financial performance in 2025, with increased sales and raised EPS guidance, reflects operational improvements that potentially support such branding investments.
On the other hand, details about Casey's and The Fresh Market regarding private label rebranding strategies or news were not found in the current search results. There is no recent information available that highlights their specific private label rebranding initiatives. However, it's worth noting that industry trends favor packaging redesigns and product customization to remain competitive in private labeling.
Casey's, a convenience store retailer, began its private label retooling effort in 2020, with a focus on evolving its brand, becoming a more contemporary version of itself, and making the private label assortment relevant for its shoppers for the next 50 years. Marketing By Design (MBD) was enlisted to lead an extensive product packaging redesign for Casey's.
The Fresh Market also underwent a refresh, with the goal of regaining relevance and creating a brand that customers would believe in and love. The newly designed product packaging for The Fresh Market's own brands offers more personality and a departure from the previous design ethos. The grocer aimed to redesign 700 items in one year, moving away from a strategy of consistency across the store towards a more personality-driven design.
The Fresh Market's efforts extend beyond packaging, with new additions to their menu such as breakfast items, in-store roasting of coffee beans, and items like pizza, ribs, salmon, and pulled pork. The Fresh Market's newly designed coffee cup is a notable example of the grocer's effort to think outside the box.
The Velocity Conference + Expo, held in Charlotte, N.C. in May, focused on strategies for growing private labels across various retail channels. CVS Health's refresh of its entire CVS brand portfolio, which includes approximately 3000 items, was a key topic of discussion. The conference also highlighted the principles employed when launching CVS' Well Market brand in 2024, which seems to have influenced CVS' current rebranding efforts.
In conclusion, while CVS is actively rebranding and refreshing private label packaging, aligning with strong business performance and seeking greater consumer resonance, Casey's and The Fresh Market have no recent public updates on private label rebranding from available information as of mid-2025. The industry trends favor packaging redesigns and product customization to remain competitive in private labeling.
If more specific or regional updates on Casey's and The Fresh Market's private label activities are required, a deeper search can be conducted.
- Despite not having recent information about specific private label rebranding initiatives, Casey's and The Fresh Market have shown interest in evolving their private labels, with Casey's initiating a retooling effort in 2020 and The Fresh Market aiming to regain relevance through personality-driven packaging and menu expansion.
- The retail industry, with strong financial performances like CVS Health's in 2025, is trending towards packaging redesigns and product customization to remain competitive in private labeling, suggesting that Casey's and The Fresh Market may follow suit in the future.
