Booths, formally E. H. Booth & Co., Limited, is a family-owned supermarket chain operating across Northern England, with most branches in Lancashire and additional stores in Cheshire, Cumbria, North Yorkshire and West Yorkshire. Founded in 1847 by tea dealer Edwin Henry Booth, the business has been led by five generations of the Booth family. The company describes itself as the UK’s oldest family grocer. [1]
Design and History
In June 2026, Booths unveiled an evolution of its brand identity and strategy, described by the company as introducing “a more contemporary and confident identity” while staying true to the values that have defined the business for nearly 180 years. The refresh 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. [2]
The refreshed identity introduced a “richer Booths Blue” and a more prominent use of the retailer’s lion emblem, intended to reinforce the trust, heritage and quality associated with the brand. [3] The changes were described as an evolution rather than a complete overhaul. [4] The evolved identity began rolling out across stores, packaging and digital platforms throughout 2026. [5]
An earlier brand development, documented in 2017, saw the historic Booths crest used as the main cue in a new visual identity for the retailer’s own-label range, including its wine packaging. That work, carried out by creative branding agency Smith&+Village, also brought back the original E.H. Booth & Co name, drawing on the company’s heritage as a wine merchant. [6]
Meaning and Symbolism
The Booths lion emblem is described by the company and its partners as “iconic” and is used to reinforce the heritage, trust and quality associated with the brand. [2] The 2026 refresh also introduced a new identity line, “The Family Grocers,” intended to reflect Booths’ connection to customers, colleagues and regional producers, while reinforcing its role at the centre of food-loving communities across the North. [3]
Typography and Design
The 2026 refresh introduced a “richer Booths Blue” colour as part of the updated logo. [7] Specific typography details for the current wordmark have not been publicly documented in the available sources.
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