Walgreens/Boots Redesigns No7

Boots redesign mpb frontInternational drug retailer Walgreens/Boots has introduced a redesign of their iconic beauty Private Brand No7. The London-based design agency Two Create was commissioned to modernize the No7 aesthetic to appeal to their existing loyal followers whilst opening the doors to new. They were also asked to consider global appeal, as No7 is now sold in nineteen International markets worldwide. In addition, the designers were asked to add more coherence across sub-categories, to improve navigation at the point of sale, and in use, functionality and practicality where necessary.

Two Creates vision was to create a more youthful and confident No7 for 2012 and onwards. Following extensive market research, Two Create designed a new signature form for No7 with cleaner curves and sharper edges, and a series of brand principles. Each of the 70 pack formats were then re-designed in line with the new form and rules.

Pewter replaced the current gold on pack and a color system was introduced to aid navigation between skin types and product category. The No7 logo was scaled up and cropped on cartons, reflecting the new bolder and more confident voice of the brand. A new typeface was chosen for pack copy, and the logo and copy then left-aligned to look more modern.

In addition to the core skincare and cosmetic lines, Two Create re-designed No7’s washing & bathing range to be more luxurious and sensual, whilst No7 Men’s has become cleaner, more professional and more masculine. In contrast to the Women’s lines, No7 Men features stronger, energizing colors and uppercase characters.

Boots Redesign 1

Boots Redesign 6

See more packaging shots on our sister site Pret a Marque



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.