Two Create designed a signature form for No7 with cleaner curves and sharper edges, and a series of brand principles and guidelines. Each of the 70 pack formats was then re-designed in line with the new form and rules. Pewter replaced gold on pack and colours were introduced to aid navigation between skin types and product category. The No7 logo was scaled up and cropped on cartons, reflecting a bolder and more confident tone of voice. A new typeface was selected and the logo and copy then left aligned for a modern look.
In addition to the core skincare and cosmetic lines, Two Create re-designed No7’s Washing & Bathing range to be more luxurious and sensual, whilst No7 Men’s has become cleaner, more professional and more masculine.
No7 users were involved throughout the entire design process. Research not only steered functional elements of the structural design, but also gave an insight into the way women navigate beauty products in-store and at home. This gave way to new systems for the range.