Dew Gibbons has smartened up Boots the Chemists’ best-selling range of nappies and baby wipes, the first design change for more than a decade, to take account of the ‘lifestages’ of growing infants.
The ten-strong core range goes on shelf on 21 April, with the aim of enhancing the brand’s ‘ahh factor’. Simplifying on-pack information is another reason for the revamp, says Boots product manager James Thompson.
Lilac has been introduced for consistency across the range. Photography by Phil Babb is used to signpost babies’ development needs as they get older.
Segmenting the market in this way is now standard practice in the category, according to Dew Gibbons designer Christian Eves.
To assist ease of shopping, the group has also added icons denoting product benefits and a ‘holding bar’ at the base of packs explaining sizes. The design helps to ‘facilitate selection’ and create stand-out, Eves suggests. ‘The overall look is fun and friendly, brighter and more colourful,’ he adds.