AM focuses on Boots’ glasses

Boots the Chemists this week launches a range of packaging, designed by AM Associates, for its ready-made reading glasses.

The objective of the revamp is to simplify the shopping experience for a relatively complex product and give packaging and merchandising a more contemporary feel, says a Boots spokeswoman.

‘We recognised the purchase of reading glasses was predominantly a distress purchase when people have left [their glasses] at home, for example, and we wanted to make the shopping experience as easy as possible,’ she says.

The consultancy was briefed to create new packaging similar in price to existing disposable packs, according to AM Associates partner Laurel Miller.

‘The previous packaging was a poly bag that was easily marked and torn and all the information was on a swing tag,’ she says.

‘The new packs had to be protective and keep the glasses clean. There are six styles of glasses and the packaging had to suit them all. And obviously [the packs] had to look good,’ says Miller.

‘The packs have a lot of information that needs to be clearly and simply presented, so we added a colour stripe to show level of lens strength,’ she adds.

The new packaging, which has been patented by Boots, is made of a single rolled sheet of polypropylene and can be reused as a lightweight glasses case.

The graphics for the product were created by Boots’ in-house graphics team. The consultancy, which is on the Boots’ roster, was appointed without a pitch last year.