In their own words
Boots approached us with the name Modern Chemistry and a clear vision to create a heritage-inspired own brand focused on affordable, high-performing formulations for skincare and supplements.
Modern Chemistry has been an opportunity to tap into new audiences, specifically those that look for ingredient-led formulations that audiences from other Boots own brands wouldn’t seek.
We also steered away from overt heritage cues that risked reading as a pastiche of Boots’ history.
The Modern Chemistry logo is intentionally split in half. As a whole, it signifies the process of analytical chemistry.
We simplified the packaging system so that ingredients, application guidance, benefits and function are incredibly clear on pack.
It’s intended to be a nod to the sun and also subtlety ties yellow into the box interior.
The circle is functional too, helping the user lift the envelope out of the box using their finger.
Articles & interviews3
- SOCIO Creates Modern Chemistry Brand Identity for Boots
London studio SOCIO created the strategy, identity, packaging system and art direction for Modern Chemistry, Boots’ ingredient-led skincare and nutritional-health own brand. Drawing on Boots’ analytical-chemistry heritage, the identity uses a split logo, bespoke in-house wordmark and ABC Diatype typography to make scientific product information clear, accessible and prominent across the range.
- Sociotype Journal Issue Two is here, once again challenging the typical format of a type specimen
The article is an interview with Sociotype’s Creative & Editorial Director Nic Carter and Designer Alicia Mundy about the release of Sociotype Journal Issue Two. The publication continues to challenge the conventions of type specimens, featuring the typeface Rework and exploring the theme of 'makeshift.' The team discusses their creative process, design decisions, and the evolution from Issue One, highlighting the journal’s experimental editorial approach and production techniques.