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!

The food to go market is moving at a faster pace than ever before. Wellness is at the core of everyone’s thinking whether that is about dietary requirements or weight management. Provenance of the food we are choosing and its impact on the environment is increasingly important and of course we are all becoming much more adventurous, desiring world inspired flavours.

Futureproofing Boots’ food to go range required being mindful of established brands as well as new, dynamic entrants to the market. Ensuring Boots’ food proposition is distinct with a clear positioning that is effectively communicated across customer-led packaging, was crucial to the programme’s success. We carried out an extensive competitor review as part of our approach.

Early on it was identified that a significant commercial gain could be achieved by bringing Boot’s range together holistically under the single strategic umbrella of personalised nutrition. The range is further broken down into three ranges; core range (healthy and balanced), Shapers (calorie controlled) and Free From (great tasting without gluten, sugar or dairy). The challenge of the project was to create a cohesive family out of a breadth of products from drinks, salads and sushi to sandwiches, wraps, crisps, snacks and cakes across the three ranges.

Our study of the market confirmed a significant trend in bold, colourful illustrations on food packaging. Moving the Boots’ range from photography to illustration was a natural progression for the brand as they have firmly established themselves in the food category and no longer need to rely on photography to bring their food products to life. Colour has a huge influence on how consumers perceive products and brands, and illustrations and patterns can present a much desired simplicity and honesty for the customer. Our eye-catching, patterned illustrations and use of colour to depict the essence of each protein type (meat, fish, poultry and veg) allows easy navigation of the range, while the clear, bold calorie pop ensures that customers can make a nutritional choice that suits them. The culmination of these elements gives Boots the opportunity to own a design language with maximum impact on shelf and their the customers the confidence to make informed decisions, effortlessly.