Boots is working with three consultancies to rebrand and repackage its No 7 make-up range.
Hawaii Design, Checkland Kindleysides and an unnamed product design group are creating the new branding and graphics, visual merchandising and packaging respectively.
According to a source familiar with the project, Boots hopes to redesign the brand to give it more coherence, following the range’s expansion.
However, the source claims that Boots has suspended Checkland Kindleysides’ work on the project’s retail design and visual merchandising aspects, due to budget concerns following an overspend on market research.
According to Design Week’s source, the overspend has squeezed the packaging budget. A Boots spokeswoman declined to comment on the story, which it calls ’market speculation’. She adds that, ’As part of our normal business practice, we liaise with a number of consultancies.’
However, the spokeswoman initially claimed that ’there are no plans to relaunch the No 7 range in the near future’. The No 7 brand is nearly 75years old, and includes about eight ranges.
It recently relaunched its Lift & Luminate skincare range. Other design groups to have worked with Boots in the past five years include Pearson
Matthews and Household.