L;ft —

'Skin care that lifts you up'

Challenge: The anti-ageing market is still predominately negative. Most products are marketed by underlying the fear with the battle against the clock and the impossible promise to turn back time.
Boots wanted us to create a visual identity and packaging design that reflects the brand’s differentiated perspective and to bring positivity and simplicity to the anti-ageing skincare market.

  • Brand identity
  • Tone of voice
  • Packaging
  • Guidelines
Li;ft 01Li;ft 02Lift_Stylegide_01Lift_Stylegide_02Lift_B&A

Solution: An uplifting skincare brand, designed to add a bit of joy to your anti-ageing routine. Segmented into three clear areas – core, advanced and targeted treatments - and with clear, precise and realistic claims. An anti-ageing treatment that finally empowers you to age beautifully.


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A wealth not in gold or silver, but in rum!


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‘Boots’ first new skincare brand in 15 years’