Brumby’s Bakery Evolution

PROJECT OVERVIEW:

Brumby’s Bakery has a long history in the Australian market as local bakers. The brand had been experiencing a decline in sales due to increased competition from supermarkets and brand confusion with Bakers Delight.

Tasked with reinvigorating the brand and network operations to ensure long term success for the brand, we developed:

• A new identity for the brand that showcased the brand authentic bakery roots, that flowed through packaging, messaging, merchandising, customer service and retail design.

• Immersive store design with the bakery brought to the front of house providing visibility of handcrafting the products, enhancing the aroma of fresh baked goods straight from the oven. The brands Australian heritage threaded through the finishes, with cladding exteriors and windmill graphics, wheat fields and old flour sacks.

• Reinvigoration of the product range to introduced tiered product ranges and gourmet options, on trend flavour profiles and the introduction of barista made coffee instore.

RESULTS: Increased like for like store revenue by more than 11%.

SERVICES: Strategy Development, Brand Design and Execution, Messaging, Packaging, Retail Design, Merchandising, Product Development, Pricing, Operational Equipment and Training, Retail Marketing and Franchising.