Smith&+Village recently rebranded the puddings and cakes range for premium Northern supermarket Booths. Booths had sold cream cakes from specialist bakery Waterfields, another well-known Lancashire firm, for many years, but wanted to migrate the products to the Booths branding, while maintaining the positive associations with Waterfields.
Smith&+Village took inspiration from the Art Deco glory days of teatime and injected a strong sense of identity into the range, whilst keeping Waterfields credited on the front of pack to maintain some consistency in consumer trust. "Our solution was to give the range a very strong identity," explained Debrah Smith, Creative Director, Smith&+Village. "Using pattern and colour that feels very contemporary, but harks back to the Art Deco decadence of high tea, has given the products a clear sense of identity, strong shelf presence and just a touch of glitz and indulgence."
The strategy devised by Smith&+Village for Booths' own label is utilised on the range of puddings and cakes, with a concentration of the brand achieved using a small, but unique colour palette of creative elements. The striking and bright packaging features a strong and simple mix of typography, colour and a unique Booths twist. There are no photos or confusing category language.
The strategy for the brand and the design reflect Booth's premium and heritage positioning, while making it relevant for the modern consumer.
