Smith&+Village scoop double win at DBA Design Effectiveness Awards 2017
Creative and strategic branding partnership Smith&+Village has won a Gold Award for its work on Booths own label and a Silver Award for Booths bags for life at the DBA Design Effectiveness Awards 2017.
The awards recognise the very best examples of design which have had a tangible and measurable effect upon business success.
Owning the label – Gold Award
An increase in sales at premium chain of supermarkets, Booths, was in part attributable to Booths’ own brand products and a direct result of the Smith&+Village redesign of own label.
Prior to the redesign, branding of own label was inconsistent and failed to communicate the quality of the products. The new, simple, consistent and monolithic look, developed by Smith&+Village, helped drive margin, with buyers in several categories increasing the number of own label products. It also boosted customer recognition by reflecting the values of the retail brand, as well as its reputation for high quality.
Turning a threat into an opportunity – Silver award
Smith&+Village created a revenue stream for Booths by designing desirable bags, which proved so popular they became collectors’ items.
It turned the threat of the introduction of a mandatory 5p charge for plastic bags into an opportunity. After the redesigned bags were released, sales rocketed.
They also gave Booths the chance to communicate its personality and engage with consumers through a series of witty phrases like ‘Preston not Heston’ and ‘Cumbria not Umbria’ printed on the bags.
Richard Village, Director, and Debrah Smith, Creative Director, Smith&+Village, said: “We are absolutely delighted to have our work with Booths recognised at such a high level. Our awards and the rest of the winners at the DBA Design Effectiveness Awards, are a testament to the power of design as a marketing tool. Design is often underestimated in marketing, but in truth it’s the industry’s Trojan horse.”
