ABOUT

Background / Brief
Despite over 15 million regular Advantage card users and 576k active social followers giving them a high rating for trust, recognition, and value, Boots customers overall felt the brand had become dated and old-fashioned. Coupled with the world of well-being becoming more competitive, and Boots was feeling the pressure. ​

Solution​​
The Boots brand purpose is to ‘Champion Everyone’s Right to Feel Good’ so the creative strategy for the masterbrand was to project a true sense of confidence which reflects this.
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To start, we worked with award winning type designer Rob Clarke to liberate the Boots logotype from the restriction of the 1970’s lozenge and implemented a new screen-friendly typeface. Colour palettes were carefully selected to range from trusted to vibrant, but also to be AA compliant, making the brand accessible to all across every platform. ​

Using brand experience principles we rebuilt the masterbrand to work across the entire connected ecosystem from retail environments, signage, packaging, print and physical formats through to . com, digital communications, video and social. ​We created a framework for all communications from the brand that felt both fixed and flexible, giving them a proper brand DNA.