Dew Gibbons has created a unifying packaging style for Boots the Chemists’ 25-plus mid-range skincare, haircare, washing and bathing products, at a time when analysts believe the retailer is under pressure to maintain own-brand sales.
Boots chairman John McGrath finally confirmed last week the brand’s long-trailed ‘back-to-basics’ approach, involving the closure of the six-strong Pure Beauty chain and the 12 Wellbeing centres. Analysts’ attention is now focused on Boots’ margins and product differentiation – particularly in own-label categories, which account for nearly 40 per cent of the retailer’s sales.
The products redesigned by Dew Gibbons are the ‘next step up’ from the ‘entry level’ Essentials range, also designed by the roster consultancy, says a Boots spokeswoman. The emphasis is on ‘natural and enticing ingredients’ and these elements are to the fore on pack, rather than any sub-branding.
According to Dew Gibbons joint creative director Shaun Dew, a key part of the brief was to ensure customers understood the ‘ingredient story’ and the price level they would be buying into.
Photographer Gareth Sambridge was commissioned to capture the intrinsic forms, structures and textures of these ingredients.
Product differentiation is achieved through the distinct natural characteristics and colours working together, says Dew. The ranges go on shelf from this week.
Meanwhile, Dew Gibbons has also designed the can for Coca-Cola Great Britain’s launch of Vanilla Coke, which appears on shelf in the UK this week with an updated ‘dynamic ribbon’ device.
The project is the company’s second major variant launch in the space of two years. Dew Gibbons also designed the UK version of Diet Coke with Lemon (News, DW 11 April 2002).