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InspirationGraphic Design

Smith&+Village rebrand Booths tea range with a brewed up bold colour palette

Smith&+Village has redesigned Booths' range of teas, calling on the retailer's origins as a tea importer in 1847. The bold and eye-catching packaging features a strong and simple mix of typography, colour and a unique Booths twist. There are no photos or confusing category language.

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Booths tea packaging in pastel colours including Pure Peppermint, Pure Camomile, Apple Bramble Fruits and Lemon Ginger, each with a window showing the tea contents

Today, tea is apparently still graded and packed on the premises in Preston, so the range is fundamental to the business. Debrah Smith, Creative Director, Smith&+Village, says: "The tea range totally embodies Booths as a business. The jewel-coloured boxes of the different tea varieties sit together as a strong family and have real presence on shelf amongst the brands.

"The piece-de-resistance is the packaging for the strong afternoon tea bags, which we called Builders’ Tea, because after all, that’s what we all call our favourite brew."

The strategy for the brand and the design reflect Booths' premium and heritage positioning, while making it relevant for the modern consumer. Richard Village, Director, Smith&+Village, adds: "Booths’ own label branding communicates the quality of the products. The new, simple, consistent and monolithic look we devised boosted customer recognition by reflecting the values of the retail brand, as well as its reputation for high quality."

A range of loose leaf teas is set to hit the high-end supermarket’s shelves later this summer.

Booths Builders' Tea box with black border on vibrant orange background, containing 100 tea bags, with tagline "A well-rounded tea perfect for drinking all day
Three Booths tea boxes in white, light blue and coral red displaying Earl Grey, Afternoon Tea and Builders' Tea varieties
Five boxes of Booths tea in jewel-tone colours arranged on a wooden shelf against a dark background, featuring Earl Grey, Darjeeling, Breakfast Tea, Assam and Ceylon varieties
Three Booths tea boxes displaying Afternoon Tea, Darjeeling and Earl Grey varieties with minimalist design and jewel-toned packaging
A pyramid arrangement of Booths tea boxes in jewel-toned colours including coral, gold, blue, pink and olive, each featuring different tea varieties like Earl Grey, Breakfast Tea and Builders' Tea
Three Booths Breakfast Tea packaging boxes displaying the redesigned range with bold typography and cream and navy colour scheme
Booths tea packaging arranged in a stepped display showing Earl Grey, Breakfast Tea, Afternoon Tea, Builders' Tea, Darjeeling, Ceylon and Assam varieties in contrasting jewel-coloured boxes
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