Boots the Chemists will unveil revamped packaging for its entry-level hair colourants range this week, designed by Davies Hall.
The consultancy has created the sub-brand Colour to replace the existing Simply Natural brand, in addition to repackaging the 25-strong product range.
Colour competes against other retailers’ entry-level products rather than designer brands. The company is looking to differentiate the product in a crowded market place, says Boots hair colour product assistant Jane West.
‘We were looking for standout in the market and a general modernisation of the pack,’ she says. Davies Hall creative director Robin Hall says the existing packaging was seen as ‘old fashioned’ and the consultancy was briefed to attract a younger, more modern audience.
‘We’ve aimed for a classless position. It’s clearly a step up the ladder [from where it was before], but its not an expensive or upmarket positioning,’ he says.
The consultancy, which is on the Boots roster, was appointed to the project in August.
Photography is by Sanders Nicholson. Davies Hall designer Tina Coldwell worked with Hall on the project.