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Boots the Chemist

Boots The Chemist

Packaging Redesign – Market exploration, brand strategy and packaging development


Indigo Research were briefed on a series of projects to explore and understand the extensive and complex vitamin market and within this to identify how Boots can best differentiate its own label vitamin offer and compete effectively with specialists and mainstream retailers.


Extended, creative groups provided a detailed exploration of the vitamin category including beliefs and values, purchase and usage behaviour as well as understanding Boots and competitor retailers’ offer.

A wide range of creative techniques were employed including: past/present/future scenario, a personal vitamin timeline and an idea creation exercise.

A range of concepts were generated which were tested out in subsequent stages of research.


Indigo Research’s output culminated in development of a new packaging format and pack design for the Boots own label vitamin range supported by on pack information and promotional ideas.