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.

BBC Earth is the production powerhouse behind ground-breaking productions such as Planet Earth II, Dynasties and Blue Planet II. They have a wealth of incredible programming but very few visual assets to use in print or on products. Our brief was to create a new consumer product style guide along with the assets and applications that will be so valuable for extending the BBC Earth brand.

We first worked with the team to scope out the licensing and collaborative opportunities that lay ahead and then dove into an extensive creative exploration phase to work out how natural history live action programming could translate into unique and ownable graphic assets.

By developing a ‘habitat’ driven library of designs through themes such as jungle, desert and ocean, we have brought to life the unique locations that BBC Earth visits – the landscapes, geology, animals and vegetation all feature in icons, painted textures, photography, colour palettes, patterns and typographic lock-ups.

We can’t wait to see the products on shelves so we can stock up on reusable cups, bottles and children’s wear to show our love for planet earth.