Shoppers Drug Mart Beauty
Background
Shoppers Drug Mart came to One23West to help solidify and create a design system for their Beauty department. Their previous logo lacked the confidence in their identity and felt like it misrepresented their audience and offerings.
Idea
Needing to speak to a wide range of Canadians– we came up with the brand platform of “every facet of beauty.” We celebrates every life stage – showcasing every facet of who we are throughout our lives. Each facet reveals slivers of beauty - whether we're celebrating diversity of gender fluidity, body positivity, skin colour and skin type or showcasing one's first discovery of a lip gloss. We’re here for the progression of life and beauty. Whether you’re 90, 19 or caring for a 9-month-old, we’ve always been a trusted place that offers value to people of all ages. This bold, dynamic new look showcases the excitement of an ever-changing product array and shifting trends. And no matter what life stage they’re in, there’s always something new to discover. Our design system uses the current Shoppers Red & Blue which reflects those very facets for endless possibilities. A custom wordmark was crafted to highlight the openness of the brand but also hold weight on its own to show confidence and maturity.
Credits
Created at One23West
Creative Directors: Mo Bofill & Teresa Tam
Lead Designer: Lenny Kai Yang
Motion Designers: Jesse Shaw & Erin Prysiazny
Writer: Liz Allemang
Year: 2023