![](https://www.coleyporterbell.com/wp-content/uploads/2024/07/Jammie_Dodger_Cover_Image-873x491.jpg)
Helping 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'](https://www.coleyporterbell.com/wp-content/uploads/2021/09/001_BOOTS_BEAUTG_ADVT_2880x1620px-1320x743.jpg)
![Boots 3 paper bags displayed on a purple background - the bag simply has the logo in the foreground and a heavily zoomed in portion of the logo displayed in the background. All 3 of the bags logos spell Boots when displayed next to each other.](https://www.coleyporterbell.com/wp-content/uploads/2021/09/002_BOOTS_PHARMABAG_2880x1620px-873x491.jpg)
![Boots - Purple Boots branded canvas bag slung over someones bag](https://www.coleyporterbell.com/wp-content/uploads/2021/09/003_BOOTS_TOTE_1300x1494px-427x491.jpg)
![Different coloured Boots gift cards on a purple background](https://www.coleyporterbell.com/wp-content/uploads/2021/09/004_BOOTS_CARDS_1300x1494px-427x491.jpg)
![Boots Instagram account displayed on 2 smartphones, one contains an overview of there Instagram account, another contains a 'Get Lippy' advertising campaign](https://www.coleyporterbell.com/wp-content/uploads/2021/09/BOOTS_IPHONE_SOCIAL_MEDIA_2_2880x1620px-873x491.jpg)
![Boots - Advert displayed in Piccadilly Circus - London, the advert says 'Look great for less, exclusive summer deals in store'](https://www.coleyporterbell.com/wp-content/uploads/2021/09/009_BOOTS_PICCADILLY_CIRCUS_BILLBOARD_MOCK_UP_2880x1620px-1-1320x743.jpg)
![Boots - 3 mens beauty products on a royal blue background, it contains mens clay, moisturiser and shaving foam.](https://www.coleyporterbell.com/wp-content/uploads/2021/09/010_BOOTS_MENSGROOMING_2880x1620px_-1320x743.jpg)
![Boots - 4 Pill containers containing vitamins, vitamin A, vitamin B, vitamin C and Vitamin D](https://www.coleyporterbell.com/wp-content/uploads/2021/09/011_BOOTS_VITAMINS_2880x1620px_-873x491.jpg)
![3 Boots advantage cards (loyalty cards) showed on a royal blue background. There are 3 unique designs, one has a sprinter, one has someone wielding a tennis racquet and the other just says 'Ad (like an element in the periodic table) Advantage card'](https://www.coleyporterbell.com/wp-content/uploads/2021/09/BOOTS_CARDS_1300x1494px_-427x491.jpg)
![Boots - photo of outside a Boots store, with the sign clearly visible. with the insides clearly visible. The insides of the store are clearly visible and the store is inside a shopping centre.](https://www.coleyporterbell.com/wp-content/uploads/2021/09/012_BOOTS_SHOP_FRONT_2880x1620px-1-1320x743.jpeg)
![Boots - '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.](https://www.coleyporterbell.com/wp-content/uploads/2021/09/014_BOOTS_BEAUTY_INSTORE_MOCK-UP_2880x1620px-427x240.jpg)
![](https://www.coleyporterbell.com/wp-content/uploads/2021/09/013_CPB_INSTORE_WORKING-1-873x491.jpg)
![Boots website displayed on a laptop and smartphone.](https://www.coleyporterbell.com/wp-content/uploads/2021/09/BOOTS_WEBSITE_MOCK-UP_2880x1620px-1-1320x743.jpg)