Boots the Chemists will next week unveil a complete overhaul of its No7 cosmetics range, with structural packaging designs by Priestman Goode and pack graphics and a redrawn logo by Enterprise IG.
The £100m No7 range is the largest cosmetics brand in the UK, containing more than 300 products. The relaunch, which also includes the reformulation of two thirds of No7 products, will roll out to the UK from 7 February, with distribution to the rest of the world expected within 12 months.
‘The design brief was very much to do with usability, but also Boots wanted a commonality of form [in a range] that goes from basic skincare to posh cosmetic products,’ says Priestman Goode director Paul Priestman.
The consultancy was appointed without a pitch in mid-2003, for an undisclosed fee.