Late last week Fast Company reported on the launch of a new Retail Brand (private brand) range of mobility and bath safety products (durable medical equipment) by CVS Health. The CVS Health by Michael Graves Design line includes canes, a walker, a shower chair, a raised toilet seat, and a commode. They’re designed to blend in with the home rather than turning it into a healthcare facility.

“There hasn’t been much change in [this space] for decades. The products look exactly the same, the packaging looks almost the same,” Brenda Lord, VP of private brands and quality assurance at CVS Health told Fast Company. “I don’t think we can indicate that we’re proud of any great progress.”

CVS partnered with iconic design studio Michael Graves Architecture & Design (MGA&D) to rethink the category and create a well-designed solution to the often-depressing categories of commercial design. The private brand industry and shoppers alike know founder Michael Graves for his iconic collaboration with Target. A collab that is widely credited with launching the design credentials of the Bullseye and differentiating the retailer.

After being hospitalized for an unknown infection in 2003, Graves was left paralyzed for the rest of his life, and mobility projects became a part of the design conversation at his studio.

Four years ago, when Lord arrived at CVS the retailer partnered with MGA&D to reassess the category and develop a new solution. The pair then teamed to talk to customers with a complete array of research.

“So right now, we were hearing from our customers that they were trying really hard to not buy these products. That can lead to waiting too long before buying the products,” Lord says. “We’d like to get customers into products that feel better [earlier]… and we hope we can improve their lives by preventing those falls in the first place.”