They wanted to refresh the department to make it easier to shop, as well as more sophisticated and appealing to mums, rather than being too overtly baby focussed. To help develop a distinctive look for the area, we created a new typeface, based on Boots’ corporate font but with a more human, hand drawn feel to it. This was enhanced by a new colour palette and a set of simple icons which reflected the product categories within the department. Impactful in-store graphics and navigation were designed using cut out baby images interacting with the coloured icons, which provided a very ownable look and feel. To help retain a consistent look and visual treatment, we created a foldout mini guidelines booklet which could be used as a quick reference poster.