Brand strategy & identity & Packaging design

Bartell Drugs Emerald & Spruce

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The Challenge

Authentic extension.

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.

The Solution

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.

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What Matters

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.

Image of the Emerald and Spruce logo on green.
Image of the Emerald and Spruce logo on green.
There are two images. The one on the left is a green graphic pattern. The image on the right is a bottle of Emerald and Spruce wine, and vitamins that share that same pattern.
There are two images. The one on the left is a green graphic pattern. The image on the right is a bottle of Emerald and Spruce wine, and vitamins that share that same pattern.
Image of hands holding a bottle of Emerald and Spruce wine.
Image of hands holding a bottle of Emerald and Spruce wine.
There are two images. The one on the left shows a package of Emerald and Spruce Doggie treats. The image on the right is of the actual doggie treats lined up on a yellow background.
There are two images. The one on the left shows a package of Emerald and Spruce Doggie treats. The image on the right is of the actual doggie treats lined up on a yellow background.
Image focuses on a red shopping basket with different Emerald and Spruce products in it.
Image focuses on a red shopping basket with different Emerald and Spruce products in it.
Purple graphic of the state of Washington with mountains, Sasquatch, cows and trees on it.
Purple graphic of the state of Washington with mountains, Sasquatch, cows and trees on it.
Image of a nine by nine grid of different types of Emerald and Spruce ice cream packages.
Image of a nine by nine grid of different types of Emerald and Spruce ice cream packages.
Pink and red triangle graphic with that says, "The sweet scoop on our ingredients".
Pink and red triangle graphic with that says, "The sweet scoop on our ingredients".
Image of different Emerald and Spruce vitamin bottles.
Image of different Emerald and Spruce vitamin bottles.
Image of multiple pages of the Emerald and Spruce guidelines.
Image of multiple pages of the Emerald and Spruce guidelines.
Image of the following Emerald and Spruce products: doggie treats, Cabernet Sauvignon, Chardonnay, ice cream and a bottle of water.
Image of the following Emerald and Spruce products: doggie treats, Cabernet Sauvignon, Chardonnay, ice cream and a bottle of water.
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