Longs Drugs Brand Revival

Brief

CVS Health asked me to modernize the Longs Drugs brand and set it up for a multi-layered transition across store products, social media, website experiences, and physical and digital banners.

Concept

I wanted to keep the roots of the brand as intact as possible. That meant prioritizing Longs Drugs red and preserving the iconic yellow associated with the printed circular, while using it in a way that would not feel too harsh in modern digital and retail environments.

The final palette starts with one primary color, red, and two secondary colors: a rich yellow that stays true to Longs history and a navy blue that adds flexibility with CVS Health while evoking trust and stability. From there, I expanded the tertiary palette so campaigns, seasons, and events could feel lively without looking disconnected from the core brand.

System

The system modernized the brand guidelines, typography, color logic, website direction, social presence, store products, banners, packaging studies, and retail graphics. The goal was to move Longs from an older traditional staple of Hawaii into a modern local staple that has stood the test of time for its community.

Outcome

The outcome has been multi-layered: a quickly maturing website, a growing social presence, and a recognizable physical presence across the islands of Hawaii. The official public guidelines destination is also linked here for reference: longs.com/brand-guidelines.html.