Boots wanted to develop a new global brand to compete in the ‘Healthy Skincare’ territory and eventually into areas of other skin concern.
At the heart of the brand was a community of thousands of women, working closely with the Boots team of expert dermatologists to develop a range of products that addressed the skincare issues and worries of the everyday woman.
The brands aim was to communicate the benefit of healthy and balanced skin, it needed to stand out from the crowd and be a market leader, not follow the market ‘norms’.
The objective was to inspire the target consumer to understand more about their skin’s behaviour, so it had to convey authority & expertise in a straightforward way to impart knowledge.
The name itself gave us the solution. “Your Good Skin”
It informed, conveyed trust and simply got the message across.
A typographic solution, the logo is designed to communicate three distinct messages through three typefaces. What it is, what the benefit is and what is in it.
Dave Richmond explained.
“We wanted the design to be informative and friendly but have an elegance and simplicity that felt natural. We avoided the pseudo-science bells and whistles and split the pack up into areas of communication, each area a reflection of the logo, placed vertically on the pack. It’s Inspired to look like a brand that you can trust to help you understand your skin, select the regime and ultimately to give you good skin.
We developed componentry and finishes to give the brand a sense of quality and trust. Simplicity was key and that transfers across all areas of the brand, including digital and instore.
‘Your Good Skin’ is the first new brand Boots had launched from the ground up for 15 years.
In truth, the design didn’t really change much from the first concept presentation.
I always think that’s a sure sign that we had hit the mark.
But it always takes a great client to believe in a good solution!”
There are over 40 products in the range
Launched September 27th online and nationwide