SOCIO DESIGNS THE IDENTITY FOR MODERN CHEMISTRY, A BOOTS OWN BRAND

Summary from the TLDR Design newsletter

SOCIO created the identity for Boots' new Modern Chemistry range by drawing on the retailer's heritage in analytical chemistry while avoiding nostalgic design clichés, resulting in a clean, ingredient-focused brand aimed at younger, value-conscious consumers. The system features a bespoke logo inspired by laboratory tools, clear information hierarchy, and functional typography that emphasizes formulations over decorative scientific aesthetics. Built around the brand idea “Follow the Formula,” the identity encourages customers to build personalized skincare and supplement routines while reinforcing Boots' reputation for accessible, science-backed products.