Upmarket Northern grocer Booths has launched a refreshed brand identity and strategy, as the UK’s oldest family-owned grocer, looking to connect with “more people beyond its bricks-and-mortar store estate”.
The new branding features a new identity line, “The Family Grocers” and a new logo, which includes a “richer Booths Blue” and more prominent “use of the iconic Booths lion to reinforce the heritage, trust and quality associated with the brand”.
The retailer said that “at the heart of the evolution is a sharpened ambition to be recognised as the ‘irresistible food and drink specialist.’”
Booths said the new brand identity will roll out across stores, packaging, and digital platforms throughout 2026.
The retailer also said it was “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”.
Booths’ chief brand officer Emma Booth 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.”
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