Boots Laboratories
Revamping the science-led, cruelty-free skincare brand with a contemporary identity.
Brand Identity / Creative Ideation / Art Direction / Social Media Design / Advertising / Copywriting / Brand Guidelines / Web Design / Photography
The challenge.
In the highly competitive skincare market, Boots Laboratories, a cruelty-free European pharmaceutical challenger brand, faced difficulties standing out among its competitors.
The strategy.
To create a new and distinctive voice and visual identity for Boots Laboratories, the strategy focused on two core elements. Firstly, it highlighted the brand's modern, science-led approach. Secondly, it emphasised the active ingredients in each product, which penetrate deeply to support skin cell replenishment.
The solution.
Boots Laboratories was given a distinctive identity that stood out in a competitive market, built around the concept of 'Below The Surface.' This approach highlighted the science behind skincare and the vital role of skin cells, creating a unique and refreshing brand presence. To support their extensive product range, a versatile design system was developed, allowing the elegant glass cell motif to morph, adapt, and shift in colour across all media—from in-store displays to online platforms.
The impact.
The brand now features a distinctive, fresh, and modern identity, standardising its presence across the European market. This cohesive approach allows marketing teams to implement the system effortlessly, ensuring consistency across all media channels.
