Walgreens has unveiled the new store brand Nice! in locales throughout the country. The brand will include more than 400 grocery and household products, all of which the retailer hopes to have on shelves by the end of 2012. CBX developed the bold, clean identity and package design for Nice! Moe Alkemade, Walgreens’ head of private label brands, says the brand will compete with national products because its store brands are “no longer just a value option, but a smart option.” CBX was also recently involved in developing the private label brand for New York drugstore chain Duane Reade — Good & Delish — which was acquired by Walgreens in 2010. Now the largest drugstore chain in the U.S., Walgreens has made a commitment to evolve, consolidate and build its private label business. An integrated marketing campaign is planned to build the Nice! message.