Booths Own Label

This case study describes the design changes made by Booths, a premium food manufacturer in the UK that simplified its own labelling to encourage a consistent perception of brand quality across all its items.

Booths Own Label

Agency: Smith &+ Village

Executive Summary

Owning the label: breathing new life into own label for buyers, suppliers and customers

Own label is the holy grail of food retailers. Get it right and sales, customer awareness and, most significantly, margins can swell. According to an extensive study undertaken by Nielsen in November 2014, own label was the winning formula for UK supermarkets. It accounted for 54% of sales and 42% of consumers reckoned that own label products were of a better quality than named brands (Campaign, 27 November 2014). It is little wonder, therefore, that when...

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