Perfection Foods.

Perfection Foods’ journey began over 45 years ago in a humble flour mill, where Mr. Bath’s dedication and passion laid the foundation for what would become something special. With an unwavering commitment to quality, he produced the finest flour. Today, his grandsons carry on that legacy, running an internationally renowned bakery right in the heart of England, crafting delicious baked goods that are loved around the world!

DELIVERABLES

BRANDING
PACKAGING
WEBSITE DESIGN
PRINT DESIGN

Perfection Foods experienced rapid growth over the years, expanding both their product range and global reach. However, with that fast-paced expansion came several hastily created versions of their brand. From years of “quick fixes” to meet demand, their branding became inconsistent, with multiple iterations in circulation, each lacking cohesion and a clear identity. As the company grew, it became evident that a stronger, unified brand was needed to truly reflect the quality and craftsmanship behind their baked goods.

Perfection Foods’ new brand retains the familiar structure of their previous identity, ensuring a sense of continuity and recognition. However, it has been significantly refined to better reflect the company’s high standards and global reputation. By modernizing the design and introducing a more cohesive visual language, the new brand not only feels fresh but also elevates the perception of quality.

We expanded Perfection Foods’ brand by introducing a cohesive typeface and color scheme, creating a unified and consistent look across all materials. This helped strengthen the brand’s identity and ensure a more recognisable presence in all markets.

Quote from the customer

We are extremely pleased with the remarkable rebranding effort the team has put into Perfection Foods. The revamped logo, packaging, and unified branding capture our dedication to quality and our British roots beautifully. This refreshed identity has given our brand a modern flair that we take great pride in, and it has inspired our entire operation to feel more energized and confident. Their creativity and careful attention to detail have significantly enhanced our presence in the baking industry.

GURDEEP SINGH BATH | CEO

Perfection Foods boasts an impressive lineup of brands, each featuring dozens of products. They sought assistance in rebranding their two largest brands: The English Cake Co., which primarily targets international markets, and The Chelsea Bakery, focused on domestic consumers. This rebranding effort aims to enhance their market presence and better reflect the quality and tradition associated with each brand.

While both The English Cake Co. and The Chelsea Bakery offer the same high-quality products, their branding needed to be distinctly different to attract their target consumers effectively. The English Cake Co. aimed to emphasize its British roots, as its products are primarily sold on the shelves of supermarkets and department stores in North America and the Middle East. In contrast, The Chelsea Bakery needed a brand identity that would both fit in and stand out among the premium selections at UK retailers like Waitrose and Marks & Spencer. This strategic differentiation ensures that each brand resonates with its respective audience while showcasing the quality and heritage of Perfection Foods’ baked goods.

The overall outcome for Perfection Foods and its respective brands has been nothing short of success. Through strategic rebranding and a clear focus on their target markets, both The English Cake Co. and The Chelsea Bakery have effectively captured consumer attention and increased their market presence.

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