Nursing the nation’s favourite healthcare brand back to health.

The Change
Boots is one of Britain’s best loved brands but 170 years on, it was starting to struggle. The culture of wellness was undergoing seismic change and peoples’ relationship with wellness brands had shifted. New competitors, from discounters to online beauty specialists, were shaking up every category Boots operated in. And what’s more, its identity had not been reviewed for decades and was increasingly out of step with the needs of modern marketing.

The opportunity
We reviewed every element of the Boots brand strategy. To give the brand substance, we found at its heart a brand purpose that still held relevance but had never been activated. We created a new brand platform ‘Our confidence inspires yours’, and from that, brand experience principles, which allowed us to recast the familiar logo, freeing it from is dated lozenge, and create a whole new emotive identity system that was fit for digital and accessibility, and allowed it to play to the very different needs of beauty, wellness and pharmacy.

We also provided brand guardianship to our Ogilvy partners, who activated the purpose and the identity through TVC, OLV and social media platforms.

The new identity was launched in Boots ‘Store of the Future’ in Covent Garden, and is enjoying significantly stronger scores against key attributes such as ‘modern and up to date’, satisfaction (especially against the crucial under 40’s audience), has exceeded sales targets by up to 14%, depending on the category.

This work was also awarded Best Visual Identity in the Retail Sector (silver) and Best Use of Typography (bronze) in the Transform Europe Awards.

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