Boots Rebrand

A billboard for Boots Pharmacy, showing a young adult girl in a precarious yoga pose. The heart "B" logo is edited to wrap around her body.

A hypothetical rebrand for the UK's leading health and beauty retailer.

contributions

Branding

challenge

The (2017) logotype has not changed much in the 160+ year span that Boots has been in business. The brand as it stands is trusted by many, but is seen as outdated.

exploration

Boots is an icon, and the brand should be reflected as such, in a single iconic mark. The goal of this rebrand is to help Boots come across more progressive, modern, and approachable, with an emotional appeal.

Boots heart logo decal on a glass wall divider for a conference room.
Boots storefront before the rebrand, showing the old logo and colors.
Boots storefront after the rebrand, showing the new logo above the door, new colors for the walls and additional signage featuring the logo outside the store.
Blue Boots Pharmacy bags with the logo printed on the front, and a "safety seal" sticker to close the bag.
Boots stationery showing a blue folder with the heart logo, a letterhead, and envelope designs.
Boots "Care Package" App screens showing the "Shop" page, The "Explore" page, the "Profile" information cards, and the delivery confirmation screen.
No items found.
No items found.
No items found.

In preparation for this hypothetical rebrand, I conducted comprehensive company history and key competitor audits. My primary objective was to gain insights into the existing industry landscape, as well as to understand Boots' positioning within the market. In addition to these audits, I created detailed personas, refined Boot's mission statement, curated mood boards, and explored a range of logo possibilities that honored the brand's legacy while infusing it with a sense of modernity and friendliness.

‍

A few years after graduating university, Boots actually underwent a rebrand executed by Coley Porter Bell. I invite you to read more about this to see how Boots has evolved by checking out the 2020 rebranding of Boots here.