Fern Green to brand Boots Dentalcare

Fern Green Partnership in London is in the final stages of branding work for Boots Dentalcare, the dental practice venture planned by Boots The Chemists.

The move is Boots’ latest expansion into health-related services outside its core chemist business, which include Boots The Opticians, and health and travel insurance products.

Boots Dentalcare head of personnel Emma Walters says Fern Green is working with the company to position the new venture in the marketplace, and has just started preliminary design work.

“It is still very early days. We have not finally established our target market yet and so have not worked out exactly what the offer will be. But Fern Green is starting to work up initial concepts for a logo and interiors for the operation,” says Walters.

Boots will initially pilot the operation at six sites across the UK. Some of these will be standalone units and others will be concessions within existing Boots stores. Walters says the locations have yet to be determined.

Walters expects the design work to be complete by the end of October, with the pilot sites due to go live next March.

Fern Green has also created a format for Boots’ cosmetics area, which launched last month at two new stores in The Netherlands.