No7 launched in 1935 and still growing in popularity in the 21st century, has become one of the nation's most loved beauty brands. To redesign such a trusted cosmetics range requires a bold creative vision, combined with real respect for nearly a century of tradition.
Having won the pitch in 2008, the relaunch is the fruit of a four-year collaboration with the brand. Two Create were challenged to modernise the aesthetic to appeal to No7’s existing loyal followers whilst opening the doors to new. It was necessary to consider global appeal, as No7 is now sold in 19 international markets worldwide. In addition, the designers were asked to add more coherence across sub-categories, to improve navigation at the point of sale and in use, addressing functionality and practicality where necessary.