In order to be able to create a brand which would be successful amongst a saturated market within the UK, I decided to research into other successful brands and the way in which they have pitched their visual branding to the audience within the UK. In order to gain an understanding of what the consumer would want from this type of front as well as what are the businesses with want to see, as the brand that has been created with welcome B2B and B2C level.
Krispy Kreme -
Although crispy cream is an American brand which has been bought over here was a subsite of a brand, take the UK by storm, with stores in major cities and towns, as well as concessionary stores in everywhere from Selfridge's to petrol stations. we can see that the brand has been successful due to its growth, crispy creme is gone from having any 10 UK stores from 2002 to 35 stores now not counting the multiple concessions. Crispy creme is a traditional American-style brand, featuring strong bold colours, and a traditionalist 50s style American diner aesthetic. Therefore get the point of difference within the UK amongst the more traditional bakeries that are around, in doing so brings in a unique audience which wants to look American lifestyle, something which is evident within their stores. Although this is an American brand and aimed towards a different type of audience than the cherry tree bakery rebrand, I can learn from it that point of a difference does bring in a large audience. This is the consideration I will need to take when looking into my branding techniques and visual references.
Mr Kipling -
Mr Kipling is a UK household name, it is a bakery business which produces on a mass scale traditionalist British classics. They have a low price point, we found most UK supermarkets. The branding recently has taken a more contemporary approach, due to younger market coming-of-age in which they will be purchasing such products within the shop, they had to move towards the other marketers who will be attracted more well-designed, thought out packaging which stands out on the shelves in comparison to the competitors. The new and updated branding and packaging designs have been recognised by packaging design awards recently. Use of colour extra simplicity is something which I should take into account when considering creating a brand, as its modern contemporary style conflicts against the traditionalist values of the actual product itself, yet open the product up to a new audience, therefore, making it relevant once more. The logo itself is a hand-drawn typeface incorporating to Mr Kipling signature, this has a sense of personal ability and human touch to what really is a huge mechanically driven brand. Again this is something to take into consideration when creating my branding, as everything cherry tree actually do is driven by hand made techniques.
Millie's Cookies -
Millie’s cookies is a UK retail bakery brand, yet is expanded into India, France, Germany, Egypt, Malta, Hong Kong. With over 90 stores in the United Kingdom is one of the best-known brands to be able to buy gifts oversize cookies and other baked goods. The branding itself relies on a quintessentially British ideal, often using the Union Jack on most of its packaging. Yet again the logo itself reflects a sense of personality through the use of handwritten typeface, which then goes into contrasting sincerity more modern typeface. This contrast which has been found in all of the logos explored so far identifies the way in which a brand wants to show personality yet retain a sense of professionalism. This is definitely something to take into account when creating the bakery brand, a majority of their deals on a B2B basis and therefore need to retain a sense of professionalism within the identity they’re putting across my products.
William Jackson Food Group -
As of yet, I've explored mainly retail high street brands, therefore I thought it was important to look into a food group or supplier chain, which reflects a similar business style to that of Cherry tree bakery. The William Jackson and son Ltd food group is a British food manufacturer which is based in the North of England and opened its first bakery in 1890. It is important to note that this bakery has a similar location and history, to the Cherry tree bakery brand. due to the brand being more B2B focused, rather than consumer-focused, the logo is kept within a serif font representing the traditionalism that is involved within the brand, which in turn represents the family nature of the brand itself. Through using a serif font professional nature is kept and reflects the way in which they would like to present business, rather than adding a since personality, they appear to wish to present themselves more luxury-focused business.
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