Boots Brand Refresh
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Empowering Boots to go from surviving to thriving

Brand Guidelines

Brand Purpose

Brand Strategy

Brand Identity

Verbal Identity

Brand refresh to help Boots reconnect with its brand purpose.

When Boots was falling behind against new competitors in the beauty and wellness categories, we helped the brand reconnect with a purpose that had been buried – yet was now more relevant than ever. The result is a powerful new brand identity that resonates strongly with consumers and is truly fit for the digital age.

"Boots posters plastered across a wall, 4/7 simply say 'Boots let's feel good', another one says 'power of the pout, new lipstick in store now', another says 'pampered like a pro, get yourself VIP treatments with our indulgent beauty treatments in store now' and the final one says 'look great for less'."
"Boots recyclable paper shooping bags displayed on a Boots blue background - the bags show a cropped in portion of the logo. All 3 of the bags logos spell Boots when displayed next to each other."
"Boots branded canvas bag slung over someones bag."
"Different coloured Boots gift cards on a purple background showcasing the updated logo, typography, and color palette."
"Boots Instagram account displayed on 2 smartphones, one contains an overview of there Instagram account, another contains a 'Get Lippy' advertising campaign."
"Boots lorry stationed outside some highrise office buildings."
"Boots 'Feel fresh' advert displayed on advertisement hoarding on a construction site."
"Boots advert displayed in Piccadilly Circus - expressing their new brand purpose."
"A display of various Boots own-brand products, highlighting their packaging and diverse range."
"A display of various Boots own-brand products, highlighting their vitamin and supplement packaging."
"An example of Boots' updated tone of voice, demonstrating its friendly, approachable, and empowering style in marketing communications."
"A photograph of a Boots store showcasing the refreshed branding, including updated signage, displays, and overall aesthetic."
"Instore 'Get Lippy' lipstick display with many different colours of lipstick and lipgloss, with a photo of a non-binary model applying lip gloss in the centre."
"Boots website displayed on a laptop and smartphone."

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