Happy Birthday Boots

September 10, 2019

As they celebrate their 150 years, we are celebrating our anniversary working in partnership with the amazing Boots. For the last 15 years, we’ve been keeping many of their established and well-loved brands fresh, as well as bringing new brands to market in the UK and around the world.

We’ve been fortunate to have worked across most areas in-store; from Food, Gifting, Skincare, Cosmetics, Haircare, Electrical and Baby, to Vitamins, Healthcare and Maternity – delivering both brands for Boots and their partners.

Amongst all of this variety is the consistency of Boots’ core customers. Becoming intimately familiar with their needs, aspirations, buying triggers and desires has helped us to deliver success across a breadth of projects for a decade and a half. We’re very proud of the relationships we have built with the team over the years, and the deep understanding we have of their customers.

By far, the largest number of our projects with Boots involves the design of trend-led, seasonal gifts and beauty must-haves. We have created gifts for all Walgreens Boots Alliance markets, for own-brand ranges and their partner brands – delivering initial concepts for products and packaging, through to the supply of artwork for production and everything in between. At last count, we’ve designed over 800 mood boards and created over 300 design guides for packaging and gifting ranges across the portfolio. That’s worth celebrating!

Logic not miracles

June 6, 2019

German skincare brand QMS Medicosmetics has, over the past 30 years, built a fiercely loyal and global customer following thanks to their clinical expertise and innovative products. Firmly established in the European Spa market and with a successful presence in Liberty London, new owners Blue Gem saw that by repositioning and repackaging, there was opportunity to expand the consumer brand and open up new retail and online channels, in both existing and new regions.

A culmination of qualitative interviews with internal and external stakeholder groups, store visits, a product and packaging audit, and an extensive market review helped us to define the priority consumers and the strategic brand pillars for the business, and it was clear that QMS needed to work much harder as a brand. It needed greater presence on shelf, clearer product hierarchy, and as a premium offering, it needed a look and feel that aligned with its product positioning and price point.

We devised naming and descriptor principles in order to help customers to better navigate the range and provide greater confidence for self-selection. As our research showed considerable equity in the QMS blue and confidence in the brand’s scientific heritage, we created a look and feel that reflected the clean, clinical core of the products while retaining a recognisable legacy. Extending the colour palette to include tonal variations of blue provided points of intrigue and differentiation across the identity and social media, POS and packaging.

Our aim was to balance cutting edge clinical expertise with the elegance and luxury of classic beauty, bringing to life the brand promise of Logic not miracles so that QMS can continue to expand its following and global reach for years to come.