Booths evolves its brand as it eyes growth beyond estate

Booths, the UK’s oldest family grocer, has unveiled an evolution of its brand identity and strategy — refreshing how it expresses its heritage, quality and Northern roots as it looks to share what makes Booths special with more people beyond its bricks and mortar store estate.

Founded in 1847, Booths has built its reputation on exceptional food and drink, strong relationships with regional producers, and a personal approach to customer service that has helped generations of customers feel part of the Booths family.

The evolved brand introduces a more contemporary and confident identity while staying true to the values that have defined Booths for nearly 180 years.

At the heart of the evolution is a sharpened ambition to be recognised as “the irresistible food and drink specialist.”

A new identity line , “The Family Grocers,” reflects Booths’ connection to customers, colleagues and producers, while reinforcing its role at the centre of food-loving communities across the North.

The refreshed identity includes a richer Booths Blue and a more prominent use of the iconic Booths lion to reinforce the heritage, trust and quality associated with the brand.

The evolution is designed to strengthen what already makes Booths distinctive — exceptional food and drink, genuine care for craft and quality, and meaningful relationships built over generations — while creating a stronger platform for growth into adjacent markets.

Emma Booth, Chief Brand Officer and sixth-generation family member, 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.”

Booths is particularly well known for its award-winning wine proposition, alongside its differentiated fresh foods, and award-winning hospitality offer.

As part of its growth strategy, the retailer is 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.

The evolved brand identity will roll out across stores, packaging and digital platforms throughout 2026.

The journey to map out the next chapter of Booth’s growth was supported by The Strategy Shop, a brand leadership consultancy. The brand evolution was developed by The Strategy Shop and design partner Smith. Together they worked closely with the Booths team to evolve brand positioning, architecture, identity, and range design.