Packaging Design

Owning the label



Own label is the holy grail of food retailers. Get it right and sales, customer awareness and margins can swell. It is little wonder, therefore, that when Booths were looking at their brand strategy, an important part of the project was given over to addressing their own label range.


Own label at Booths had been developed organically, but without a clear strategic goal. Its penetration throughout the store was ad hoc, with some categories bursting with own label and some inexplicably devoid of it. The packaging and branding was inconsistent and it did not look and feel anywhere near as good as it actually was.



Our strategy and creative solution fly in the face of the accepted norms for own label. It had to in order to reflect Booths business realities. We have created a single tier of excellent quality products that reflect customers’ high expectations of the Booths retail brand, and with minimal budgets, our creative solutions uses impactful, graphic solutions for packs that speak of quality and difference and give a unique Booths twist to the products. 



The project lasted three years and took us from simple chilled products to much more complex ranges like wine and ready meals. The results have been fantastic for Booths.

The percentage volume

increase attributable

to own label in the 2015

financial year rose

by 73%

and the percentage of sales rose

by 61%

Beyond this, own label won real acceptance with buyers and suppliers and was finally able to play a major role in the Booths assortment in store.


The project won us Gold at the 2017 Design Effectiveness Awards and you can read more about it by clicking on the pdf link below.

©2020 smithandvillage