Creative and strategic branding partnership Smith&+Village has redesigned Booths’ own label range of puddings and cakes to bring glamour back to teatime.
High end supermarket Booths had sold cream cakes from specialist bakery Waterfields, another well-known Lancashire firm, for many years, but wanted to migrate the products to the Booths branding, while maintaining the positive associations with Waterfields.
Smith&+Village took inspiration from the Art Deco glory days of teatime and injected a strong sense of identity into the range, whilst keeping Waterfields credited on the front of pack to maintain some consistency in consumer trust.
