Major rebranding project | Sugar & Spice

Working closely with owner Graham Birks, we rebranded his trade cake bakery to capture the essence of this contemporary business with strong echos of traditional baking of the past.


The challenge of this project was to create a trade not a consumer brand. Sugar & Spice needed to enhance their offer to food wholesalers through to retail outlets like cafes and farm shops. Nonetheless, a strong and distinct brand identity is still important along with communicating the brand story - in this case based around the strapline: 'Crafted For You At The Old Bakehouse'. The rebrand is part of a significant investment for the business that also included updating and expanding the product offer.

Full relaunch

This was a full rebrand from in-depth strategic thinking to really understand the business and identity concept development, then through to the application of the new branding on a fully responsive website, stationery, handout, signage, van livery and product packaging. The branding uses very colourful professional images along with the distinctive brand logo and plum colour to create a memorable brand package.