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Smith&+Village rebrands Booths tea range with bold colour palette Creative and strategic branding partnership Smith&+Village has redesigned Booths’ range of teas, calling on the retailer’s origins as a tea importer in 1847. The strategy devised for Booths’ own label by Smith&+Village comes into play on the new packaging, with a concentration of the brand achieved using a very limited, but unique colour palette of creative elements. The bold and eye catching packaging features a strong and simple mix of typography, colour and a unique Booths twist. There are no photos or confusing category language. Today tea is still graded and packed on the premises in Preston, so the range is fundamental to the business. Debrah Smith, creative director, Smith&+Village, said: “The tea range totally embodies Booths as a business. The jewel-coloured boxes of the different tea varieties sit together as a strong family and have real presence on shelf amongst the brands. “The piece-de-resistance is the packaging for the strong afternoon tea bags, which กระเป๋า ZARA พร้อมส่ง we called Builders’ Tea, because after all, that’s what we all call our favourite brew.” The strategy for the brand and the design reflect Booth’s premium and heritage positioning, while making it relevant for the modern consumer. Richard Village, director, Smith&+Village, added: “Booths’ own label branding communicates the quality of the products. The new, simple, consistent and monolithic look we devised boosted customer recognition by reflecting the values of the retail brand, as well as its reputation for high quality.” A range of loose leaf teas is set to hit the high-end supermarket’s shelves later this summer.
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Their multicultural backgrounds inspired them to create a unique beach lifestyle brand and they quickly embarked on a journey to launch Banana Moon. A name that was born out of pure coincidence; as they walked along the Saint-Laurent port they saw two yachts, one called Banana Split and the other Chérie Moon, which they combined to make the brand name we recognise today. They introduced a new business to the Principality, specialising in high-quality, fashionable swimwear for women, and went on to have more than 30 years of success with two major leading brands, Banana Moon and Livia Monte Carlo. Impressively, they quickly became the number one European swimwear leader in EU based department stores, such as La Rinascente in Italy, Globus in Ukraine, and many more. The company now has stores not only in Europe, but also in the Caribbean and the US, reaching a grand turnover of at least 40 million euros, successfully fighting against the ever-growing competition from the Asia selling around 2,5 million swimsuits a year! Contrary to most swimwear lines, the pieces they produce are handcrafted locally, a detail you notice in the quality of the fabric used: ink that respects European regulations, and lycra fibre that lasts 50% more than those found in other swimsuits and which costs 20 euros a metre, justifying their higher prices. The Banana Moon swimsuits are known to stay true to form regardless of chlorine, seawater, PH levels and sunscreen – an aspect that has paid off considering their popularity among shoppers! One of the co-founders Daniel Flachaire credits the brands originality, as the stylists and designers are told to create something that is completely different, not to mimic other products, keeping the brand autonomous and unique.
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