Background

Boots, the pharmacist-beauty chain, is a familiar sight on the British High Street. Its branding hadn’t changed much since the 1960s and was starting to look a little tired, so a thorough refresh was in order.

The Brief

We were commissioned by Coley Porter Bell and True Story to create a customised version of F37 Ginger as part of an extensive rebrand of the high-street chemist across 1000’s of stores, their website, apps, social platforms and campaigns.

Awards

• Transform Silver — Best visual identity from the retail sector
• Transform Bronze — Best use of typography

F37 Ginger is a pleasing, contemporary-looking sans serif face that’s versatile and friendly.

We specially created a bespoke version that’s more precise and modern by redrawing sharper terminals and straighter lines, moving away from the cuddly rounded sans Boots had used previously.