Booths Supermarket set out to create an ingredients box that could compete with brands like Simply Cook. I was brought in to lead the creative and develop the concept, packaging, photoshoot and promotional content. With a genuine passion for food and cooking, I jumped at the opportunity to drive the ideation and bring the campaign to life.
The Logo
The initial logo concepts explored a range of cooking-inspired imagery from pots and pans to everyday utensils. Through refinement, the identity was distilled down to a simple pan and lid: a clear, memorable symbol of the campaign’s focus on home cooking.
The main logo to be used on all web and social marketing
Logo used on all packaging and paler backgrounds
The campaign originally carried the working title “We’re Cooking with Booths.” I proposed simplifying this to “Let’s Cook with Booths,” which ultimately evolved into the final name, “Let’s Cook Booths.” Alongside the name, I developed a range of alternative taglines to reinforce the campaign’s warmth, approachability and friendly tone.
Photography & Marketing
Product photography captured each ingredient both individually and within the finished dishes to highlight quality and appetite appeal, supported by a refined colour palette that balanced premium cues with clear value for money.
Typography remained brand-led, using Gill Sans Nova for clarity and consistency, while the handwritten Lumios Marker font was introduced for key statements to add warmth, personality and a human touch to the campaign.
The Result and Further work
Building on the success of Let’s Cook Booths, the campaign returned with double Michelin-starred chef Simon Rogan — helping customers cook like pros and host unforgettable dinner parties
The successful product campaign taglines evolved from 'NOW YOU'RE Cookin' to 'OVER TO YOU Chef'.
Photography captured Simon Rogan unboxing Booths produce and using it in his recipes highlighting the journey from local, fresh suppliers to fine-dining-level dishes made at home.
Box Packaging - Initial Concept
