Creating a Private-label Brand for Walgreens

To help Walgreens develop a premium online stationery brand that combines memorable design with a proprietary, first-in-class customization tool.

To rise to the top in an already crowded and competitive marketplace of online stationers, we joined forces with Walgreens to build Folded Words: a private-label brand that’s relevant, user-friendly, and unforgettably stylish.


A Holistic Approach

Our goal was to carve out a well-defined market space for Walgreens while giving customers the interactive tools they need to create custom-tailored Folded Words products. We started by developing website architecture built around the idea of “life events”—from birth announcements to weddings. 



Next we created a solid brand identity system from the ground up. The result: comprehensive packaging and marketing materials that share a singularly distinctive look, feel, and editorial “voice,” and a dazzlingly designed and well-curated selection of  cards, announcements, invitations, labels, and more.



Building a Complex User Interface Tool that Looks, Acts, and Feels Simple

To ensure that the Folded Words experience is easy and foolproof for customers, we set about creating a proprietary, groundbreaking user interface and customization tool. Intuitive and fun to use, it lets customers enjoy greater creative control while choosing from a wide range of color, style, typeface, and design. And because the customization tool is automatically synchronized, no bad choices can be made—it’s absolutely foolproof.


Folded Words lets Walgreens customers enjoy unparalleled customizability in the creation of high-end online personal stationery products—and enhances Walgreens’s reputation as a thought leader that creates innovation in mass online retailing.