Dew Gibbons to revamp Boots baby range

Boots the Chemists is relaunching its entire baby washing and skincare product portfolio with a packaging redesign by Dew Gibbons.

The first set of products to launch is the Boots Baby Sensitive category, which is redesigned to offer a more emotive and less clinical look, using a softer, rounder type and a brighter colour palette than the previous packaging.

Boots will roll out the rest of its redesigned baby skin care products from June.

The Boots Baby Sensitive redesign aims to reposition the range as more premium, broadening its appeal and highlighting its dermatologist and paediatrician credentials.

Dew Gibbons was appointed to the project last April and sits on Boots’s design roster. Boots babycare style guide was created by Lippa Pearce, according to a Boots spokesman.