Brand strategy & identity & Packaging design
Bartell Drugs Emerald & Spruce
When family-owned Bartell Drugs wanted to commemorate 125 years of offering unique, local products by launching a new private label for their 60+ stores, they needed a brand that reflected Bartell’s most beloved traits: approachability, trust and exceptional customer service.
Rooted in the Northwest.
We drew inspiration from what was all around us—the landscape, people and eclectic spirit of the Pacific Northwest. The name Emerald & Spruce situates the brand as Bartell’s crown jewel, while anchoring it in the local scenery. A colorful, modern-day patchwork knits together the diverse range of unique products, flavors, tastes, and sounds of our region and culture.
The brand’s bright, energetic character breaks through the clinical line-up of drugstore packaging. Cohesive and distinctive, the new label links a variety of trusted household products into a unified brand.
Built to thrive.
To help Bartell uphold the integrity of numerous brand extensions, we created a flexible system that can adapt to any new product—from ice cream to vitamins, dog treats, wine and beyond. This Northwest icon now has all the tools needed to confidently guide the brand well into the future.