Northern supermarket chain Booths is to debut new 1930s-inspired packaging across its ready to eat fresh cakes range.
Chocolate éclairs, jam and cream doughnuts, custard slices and strawberry tarts are among the own label SKUs that will be housed in ‘arsenic green and brown’ boxes from July.
The revamp seeks to recapture the ‘glory days of teatime’, and reflect the indulgent nature of the range as well as the brand’s ‘premium heritage’, said Debrah Smith, creative director of Smith & Village, the branding partnership behind the redesign.
“Using pattern and colour that feels very contemporary, but harks back to the art deco decadence of high tea, has given the products a clear sense of identity, strong shelf presence and just a touch of glitz and indulgence,” she added.
Earlier this year, Booths refreshed its own label pudding boxes with a simple, brightly coloured design.
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