Staying at the top of the supermarket retail industry is no easy task. Booths has done just that by employing innovative brand and design thinking. A holistic identity project that has affected almost all areas of the business grew out of the original plan to refresh the identity for only one store in 2011. Four specific strategic business objectives have been applied: the development of own- label, the introduction of a loyalty card, development of new and old stores and focussing communications on the huge Christmas trading spike. Booths has demonstrated the power of design to change business. Own- label sales like-for-like from 2011 to 2014 have increased 9.9% with a total increase in sales of 3% from 2011. Awareness has also benefited, with sales growth at refurbished stores up 16.5% and in just eight months 40% of customers adopted the loyalty card. On 22 December 2013, Booths recorded their busiest trading day ever, taking £2.7m, a 67% increase on the same day in 2012.