Brand Creation for UK Retailers Tights Range expressing Attitude and with the Promise of Liberation

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Brand On Shelf - Boots Flawless Fit Tights

" Brand and packaging specialists, Brand on Shelf have designed Boots new ‘Flawless Fit’ tights range. Tasked with creating a standout and dynamic challenger range to their standard tights offering.

Boots launched ‘Flawless Fit’ as a striking new development in tights to shake up their current hosiery fixture.

The packaging playfully sells the Flawless Fit range USP’s across 4 different product types promising wearers No Digging, No Sagging and No Bunching!

Dynamic editorial style attitude of the model poses help segment the range and confidently express the promise of Liberation and Freedom. 

Supported by fun patterns and a strict information architecture, the range presents a compelling choice and embodiment of flawless flexibility!

Colin Mechan, Creative Director of Brand on Shelf, said “It is easy to get standout in a well established and predictable category, the greater challenge is communicating the ‘stand for’ or promise with clear communication of the product benefits.”

The 'seamless free' range is now available in selected Boots stores across the UK, including an Opaque 60 Denier (Low and High Waistband) and a Sheer 15 Denier (Low and High Waistband)."

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Brand Creation for UK Retailers Tights Range expressing Attitude and with the Promise of Liberation / World Brand & Packaging Design Society
Brand Creation for UK Retailers Tights Range expressing Attitude and with the Promise of Liberation / World Brand & Packaging Design Society
Brand Creation for UK Retailers Tights Range expressing Attitude and with the Promise of Liberation / World Brand & Packaging Design Society

Design Agency: Brand On Shelf
Brand / Project Name: Boots Flawless Fit Tights
Project Type: Consumer Brand Creation
Strategic Deliverables: Consumer Brand Strategy, Consumer Brand Naming, Consumer Product Naming, Consumer Tone of Voice, Consumer Product Brand Architecture
Design Deliverables: Consumer Brand Identity, Consumer Branding, Consumer Brand Creation, Consumer Graphic Packaging Design
Creative Director: Colin Mechan
Design Director: Patrick Hawkes (Designer)
Location: United Kingdom
Market Country: United Kingdom
Market Region: Europe
Project Type: Agency Commercial / Published
Project Category: Fashion
Consumer Packaging Format: Box
Substrate / Material: Pulp Carton