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.

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.