Creative and strategic branding agency Smith&+Village has redesigned Booths’ range of teas, calling on the retailer’s origins as a tea importer in 1847.

A family-owned retailer that started life as a tea shop in Blackpool in 1847, Booths currently runs a chain of ‘high-end’ supermarkets across Northern England. Tea is still graded and packed at the company’s Preston premises, so the range is fundamental to the business.

The new look packaging features a strong and simple mix of typography and colour, while disbanding with photos or confusing category language.

“The tea range totally embodies Booths as a business. The jewel-coloured boxes of the different tea varieties sit together as a strong family and have real presence on shelf amongst the brands,” says Debrah Smith, creative director at Smith&+Village. “The piece-de-resistance is the packaging for the strong afternoon tea bags, which we called Builders’ Tea, because after all, that’s what we all call our favourite brew.”

“Booths’ own label branding communicates the quality of the products. The new, simple, consistent and monolithic look we devised boosted customer recognition by reflecting the values of the retail brand, as well as its reputation for high quality,” adds fellow director, Richard Village.

A range of loose leaf teas is set to hit the high-end supermarket’s shelves later this summer.

Smith&+Village
www.smithandvillage.com