ButterflyCannon packages Boots' new No7 serum


Premium packaging was selected for No7's Lift & Luminate Triple Action Serum

Walgreens Boots Alliance retailer Boots received heightened media attention surrounding the launch of its No7 Lift & Luminate Triple Action Serum (£27) last month.

The anti-ageing serum was fronted by 52-year-old Italian prima ballerina Alessandra Ferri, who currently stars in a TV ad for the brand’s new product. The retailer also partnered with Ferri for the global roll-out if its new brand direction.

Since then new details have emerged about the thought process behind the look of the product. Boots enlisted the help of boutique design agency ButterflyCannon to refresh the look and feel of the product. The product features an updated colour hue and satin finish for a more “contemporary look and feel” and to reinforce the product and brand’s premium credentials. A silver foil graphical feature was also included to convey the concept of three anti-ageing results.

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In addition, the wording on the front of the pack was re-evaluated in order to improve consumer navigation and digestibility. Jon Davies, Creative Director of ButterflyCannon, said: “We’ve really enjoyed working with the No7 team and are looking forward to the next project.”