Simplicity Sells Booths’ Own Brand Teas

A redesign of the packaging for U.K. supermarket Booths’ own brand tea uses jewel-colored boxes with simple typography, forgoing photos and confusing category language.

U.K. supermarket franchise Booths has redesigned its range of teas, focusing on Booths’ origin as a tea importer in 1847. The strategy was devised by Smith&+Village, which used a very limited, but unique colour palette of creative elements for the packaging of Booth’s own-brand teas. The bold and eye-catching packaging features a strong and simple mix of typography, color, and a unique Booths twist—there are no photos or confusing category language.

Today Booths’ tea is still graded and packed on the premises in Preston, U.K., so the range is fundamental to the business.

Debrah Smith, Creative Director, Smith&+Village, says, “The tea range totally embodies Booths as a business. The jewel-colored boxes of the different tea varieties sit together as a strong family and have real presence on shelf amongst the brands.

“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 favorite brew.”

The strategy for the brand and the design reflect Booths’ premium and heritage positioning, while making it relevant for the modern consumer.

Richard Village, Director, Smith&+Village, adds, “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.”

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

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