Booths supermarket ran a campaign designed to create a ingredients box for its customers to compete with the likes of 'Simply Cook'. One of my friends working in the strategy team at Booths who knew that I was working Freelance for an agency, asked would I like to come up with the concepts and packaging ideas along with the photoshoot and promotional content.
As I have a huge passion for food and cooking I jumped at the chance to lead the creative and drive the ideation.
The initial logo concepts for the campaign explored imagery inspired by pots, pans, and general cooking utensils. Through refinement, the design was distilled down to the pan with lid, a simple yet effective representation of the campaign’s focus on home cooking.
The campaign’s working title began as “We’re Cooking with Booths”, devised by the Booths marketing team. I proposed simplifying this to “Let’s Cook with Booths”, which later evolved into the final name: “Let’s Cook Booths”. Alongside this, I generated a range of alternative tagline ideas to further enhance the campaign’s warmth, approachability, and sense of friendliness
The Logo
The main logo to be used on all web and social marketing
Logo used on all packaging and paler backgrounds
Photography & Marketing
Photography was taken of all products, both individually and as part of the finished dishes, to showcase their quality and appeal. Carefully selected colour palettes were applied to create a sense of prestige while still communicating cost-effectiveness.
For typography, the main Booths font, Gill Sans Nova, was used consistently across body text and subheadings, ensuring clarity and brand alignment. To highlight key statements and add character, the handwritten-style Lumios Marker font was incorporated, bringing warmth and personality to the overall design.
The Result and Further work
Following up the success of the 'Let's Cook' Booths campaign the supermarket asked to revisit the project by teaming up with Double Michelin star chef Simon Rogan. It became a Let's Cook With' aimed a customers being able to host dinner parties post Covid and wanting to look like a pro to their friends both in person on posts on social media.
The successful product campaign taglines evolved from 'NOW YOU'RE Cookin' to 'OVER TO YOU Chef'.
Photography of the produce that could be purchased from Booths showing Simon unboxing the products that he used in his recipe and food creations. Sourcing produce for his fine dining meals from local fresh suppliers to the supermarket.
Box Packaging - Initial Concept
