Booths unveils new brand identity

Lancashire based grocer Booths has launched a major drive to highlight its family credentials as it looks to grow sales of its own-brand goods.

The Preston headquartered business, which can trace its roots back to 1847, has launched a brand refresh that stresses its heritage as the UK’s oldest family grocer, along with the quality of its offering and its Northern roots.

It says the evolved brand introduces a more contemporary and confident identity as “the irresistible food and drink specialist.”

The refreshed identity also includes a more prominent use of the iconic Booths lion logo to reinforce the heritage, trust and quality associated with the grocer, which has outlets across Lancashire and the wider North of England.

Its new “The Family Grocers,” tagline has been created to reflect its’ connection to customers, colleagues and producers, while reinforcing its role at the centre of ‘food-loving communities’ across the North.

The retailer has also revealed it is exploring opportunities to expand distribution of its Booths brand ranges including ready meals, butchery, tea and coffee, wine and craft beers, beyond its physical stores.

Emma Booth, chief brand officer and a sixth-generation family member, said: “We see a significant opportunity to take what makes Booths special and share it with more customers beyond our store estate.

“This evolution gives us a clearer and more confident platform to grow the brand into new channels and markets, particularly through our Booths brand ranges, while staying true to the quality and provenance that have defined Booths since 1847.”

“Booths has always been about more than just food and drink. It’s about people, producers and the communities we’re part of.

“This evolution is about expressing more clearly the warmth, care and character that have always sat at the heart of Booths, while finding new ways to share that feeling with more people.”

The evolved brand identity will roll out across stores, packaging and digital platforms throughout the year.