What

Brand strategy
Brand identity
Brand guidelines

How

Brand idea - Our confidence inspires your confidence

Boots was feeling pressure from all sides - from discounters and bargain stores through to online. The challenge was to update the brand and regain a strong position within market, while attracting a younger audience and also retaining the massive loyal customer base they have built up over the years.



Working with CPB we re-drew the Boots logotype, freeing it from the restricted lozenge, putting it at the heart of the visual identity and re-establishing the confidence within the brand. We created a simple, strong and flexible typeface, supported by a new colour palette inspired by wider trends and movements across beauty, health and wellness.


We built a new image library to better reflect the diversity of their customer base and the world today, and a design system which gave teams freedom within a framework, for activation across their complex retail network.

The new identity is currently being rolled out across thousands of stores, main brand website, apps, social platforms and campaigns.