Brand On Shelf – Boots Flawless Fit Tights

“ Brand and packaging specialists, Brand on Shelf have designed Boots new ‘Flawless Fit’ tights range. Tasked with creating a standout and dynamic challenger range to their standard tights offering.

Boots launched ‘Flawless Fit’ as a striking new development in tights to shake up their current hosiery fixture.

The packaging playfully sells the Flawless Fit range USP’s across 4 different product types promising wearers No Digging, No Sagging and No Bunching!

Dynamic editorial style attitude of the model poses help segment the range and confidently express the promise of Liberation and Freedom.

Supported by fun patterns and a strict information architecture, the range presents a compelling choice and embodiment of flawless flexibility!

Colin Mechan, Creative Director of Brand on Shelf, said “It is easy to get standout in a well established and predictable category, the greater challenge is communicating the ‘stand for’ or promise with clear communication of the product benefits.”

The ‘seamless free’ range is now available in selected Boots stores across the UK, including an Opaque 60 Denier (Low and High Waistband) and a Sheer 15 Denier (Low and High Waistband).”