The mission was to broaden Duane Reade's private brand product appeal, enhancing its position as the preferred store for New Yorkers and to bring to life the brand's new positioning 'New York Living Made Easy.' The private label brand portfolio was completely revamped to enhance its uniquely New York value messages and the Skyline series of products was developed to provide customers with value in key categories. The packaging utilizes iconic, UPC-style illustrations of New York landmarks.
