U.K. supermarket Booths has won two design awards for its own label lines at the DBA Design Effectiveness Awards 2017. The supermarket won gold for its redesigned store brand and silver for its slogan bags, both in the Food and Drug Retailers category.
Own label food products
When the northern supermarket’s own label was failing to drive sales, it turned to its longtime creative partner, Smith&+Village, to breathe new life into its store brand. The resulting simple design has proved effective and has allowed Booths to drive home its premium personality.
In a sector that had shrunk by 0.6%, Booths’ own-label sales increased by 22.1% — that’s a rise of £14.8million — and total sales jumped up by 11% to £24.6million.
While working on strengthening Booths’ store brand food products, Smith&+Village also designed affordable fabric bags for shoppers. The supermarket has rolled out six designs that combine simple typography with Northern wit.
The move was an ingenious way of dealing with a potential headache resulting from new legislation enforcing a charge for plastic bags. Worried about potential backlash from shoppers, the supermarket sells customers a stylish bag that does double-duty as advertisement and income generator.
Sales of the fabric bags are up 510% since their introduction, generating sales worth more than £230,000 in 12 months. Booths recouped their initial outlay in sales nine times over in the first year alone, effectively creating a new product category in the process.