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Celebrating 125 years in the Seattle area, family-owned Bartell Drugs sought to bring something unique to their customers. Hornall Anderson partnered with the Bartell family to create a new private label brand for their 60+ stores that would reflect all that Bartell Drugs is known for by their customers: approachable, unexpected, trusted, and most of all, authentic. Taking a cue from the local surroundings, the new brand name Emerald & Spruce evokes the landscape and spirit of the beloved Pacific Northwest and its vibrant, eclectic blend of people. It’s a juxtaposition of rugged natural environment with a polished crown jewel.

A colorful, modern-day patchwork pattern epitomizes the wide range of unique offerings and different flavors, tastes, and sounds of the Pacific Northwest. This unmistakable brand cue creates recognition in aisle, ties the packages together as a cohesive family of products, and breaks through the clutter on shelf in a memorable and recognizable way. Through tone of voice and flavor names, the Emerald & Spruce ice cream line offers a touch of whimsy and fun, drawing upon much-loved locations around the Greater Seattle area. The result: A design flexible enough to maintain the integrity of a variety of brand extensions including vitamins, dog treats, and beyond.

Design: Hornall Anderson

via Packaging of the World

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