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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.

Pw 199762 Herb Tea Range

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.

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