Nursing the UK’s favorite healthcare brand back to health.

Whenever you want to feel your best, people in the UK turn to Boots. Yet despite a high rating for trust, recognition, and value, customers felt that the Boots brand had become ‘dated’ and ‘old-fashioned’. The world of well-being has changed enormously over the last few decades. Being healthy is no longer about ‘the absence of illness’, it’s now a way of life and Boots was feeling pressure from all sides as everyone from discounters and bargain stores through to online brands were keen to become the next well-being partner in our lives.

The Boots brand purpose is to ‘champion everyone’s right to feel good’. Our evolved masterbrand identity projected the idea that ‘our confidence inspires your confidence’.

Working with multiple award winning type designer Rob Clarke, we liberated and crafted the Boots logotype from the restriction of the 1960’s lozenge. We also re-introduced the classically contrasting master-brand colors, created straightforward, simple type and typography, easy to read, modern in feel and symmetrical in design, built an imagery library that looks great and feels great, bringing to life people and their individual character. And finally, created a flexible, energetic design system with a true sense of simplicity.

The new identity is rolling out across the 1000’s of stores, their website, Apps, social platforms and campaigns. Coley Porter Bell is proud to be part of the partnership of agencies looking at evolving every aspect of Boots brand  from visual identity to store design and experience to digital. And so far, it feels good.

Won Silver for ‘Best Visual Identity in the Retail sector’ and Bronze for ‘Best Use of Typography’ at the 2020 Transform Europe Awards.

Visual Identity

Strategy and Positioning

Brand Architecture

Brand Development

Personality and Tone of Voice

Brand Guidelines


Marketing Collateral