Booths

Brand elevation for the North's favourite food and drink specialist

The Challenge

Booths had ambitions beyond their own shelves. They wanted to take their own-brand products into other retailers – and to do that, the brand needed to be ready.

We’ve been working with Booths for over two years, in partnership with The Strategy Shop, to build an identity worthy of that ambition.

Heritage and simplicity. In the same mark.

Booths had two brands pulling in different directions. E.H. Booth carried the heritage. Booths carried the name. Neither was doing the other justice. We saw a way to bring them together.

By introducing 1847 – the year it all started – we gave the brand a date to stand behind. Not a claim. Proof. Then we took their lion, one of the most distinctive assets they had, and redrew it for a modern world without losing what made it theirs.

Booths is a brand full of warmth. Their identity wasn’t. Grey dominated everything – flat, safe, forgettable. It didn’t reflect who they are or what they stand for. We brought the colour back. A modern palette fused with a heritage look – bold enough to stand out, considered enough to feel right. Distinctive. Creative. Unapologetically Booths.

Edwin Henry Booth founded the business in 1847. Nearly 180 years later, it’s still family owned.

That kind of history isn’t just a story. It’s a brand asset. We brought the founder’s signature back into the identity – carefully retouched, but unmistakably his.