Client: Boots the Chemist
Ruby & Millie merchandising unitary.
Brief: We were commissioned by Boots to create stylish and contemporary merchandising unitary for the Ruby and Millie range that would support the strong colour palette and product innovation associated with the brand. Our challenge was to achieve this aim utilising the framework of the existing unitary already in place.
Response: We wanted to capture the two personalities behind the brand: make-up artist Ruby Hammer and industry expert Millie Kendall. We built our concept based upon the idea of an expert behind the camera and an expert in front of the camera. Mirrors imprinted with the ampersand within the Ruby and Millie identity is used to add texture and depth to the unitary and to emphasise that the brand is about the combining of two people’s knowledge. Our new design provides a strong brand statement and gives greater clarity to the product offer, making it more accessible to a wider audience and easier to shop. The new concept has been launched into over 100 Boots stores.
Testimonial: “The new design works brilliantly in store, signing the Ruby and Millie brand and delivering a sense of excitement and theatre befitting the Fashion Brand area of the store. The new in store look is the key driver in achieving YOY sales uplift of over 40%, a stunning result for the brand. The Ruby & Millie brand plays an important role at Boots, offering our customers innovative cosmetics products delivered in an visually exciting format " Operations Manager, Beauty Operations, Boots