Booths Puts Food, Family And Northern Roots At The Heart Of New Look

Booths has unveiled a refreshed brand identity as the Preston-headquartered retailer looks to put its food credentials, family heritage and Northern roots firmly centre stage.

The UK’s oldest family grocer, founded in 1847, has introduced a new look designed to better reflect the qualities that have shaped the business for generations: high-quality food and drink, strong regional supplier relationships and a deep connection with the communities it serves.

The refreshed identity includes a richer Booths Blue and a more prominent use of the retailer’s lion emblem, reinforcing the sense of trust, heritage and quality long associated with the brand.

Booths has also introduced a new identity line, “The Family Grocers”, intended to highlight its links with customers, colleagues and regional producers.

The move comes as Booths looks to grow beyond its traditional store estate, taking more of its own-brand food and drink offer to customers outside its Northern heartland.

Emma Booth, Booths 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.”

She added: “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 currently operates stores across Lancashire, Yorkshire, Cumbria and Cheshire and has built a strong reputation for its premium fresh food offer, wine range, hospitality proposition and partnerships with regional suppliers.

As part of its wider growth plans, the retailer is exploring opportunities to expand distribution of its own-brand ranges, including ready meals, butchery, tea and coffee, wine and craft beers, beyond its physical stores.

The refreshed identity will be rolled out across Booths stores, packaging and digital platforms throughout 2026.

The brand evolution was developed with brand leadership consultancy The Strategy Shop and design partner Smith, which worked with Booths on its positioning, brand architecture, identity and range design.

For the fresh produce and food supply sector, the move underlines the continued importance of provenance, regional identity and trusted producer relationships in a retail market where consumers are increasingly looking for quality, authenticity and a stronger connection to where their food comes from.