Booths was fighting a losing battle against the discounters. Their previous brand identity was not working for them and they needed a total brand refresh. Working with the core team we developed a new strategy which helped them understand who they were and what they needed to say. This meant everything had to change as this new vision and purpose needed to be built in to the heart of the brand. Everything was about appealing to those who love food and are passionate about local. People and passion mixed with honesty and integrity at every level. It was transformative.
This was a comprehensive brand refresh of the whole estate and a project that lasted over five years. As the creative lead on the project I was responsible for creating the whole look and feel plus brand guidelines - from way finding to interior style, point of sale to external comms, art direction and all creative, packaging to seasonal promotions. The project achieved sensational results and was awarded Brand Effectiveness award from the DBA in 2015 for the rebrand and again in 2017 for the branded packaging range.
Lead creative on project including all aspects of design and brand, packaging design strategy and delivery, new product development, interiors and materials consultant, seasonal marketing and comms, creative direction, styling and overseeing photoshoots, leading a team of both internal and external designers
5+ year project
