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  • Samantha Steadman

Fresh Feathers : Birds Bakery Debuts Rebrand in Ashby de la Zouch Store

Updated: Apr 5

Change is in the air and the iconic East Midlands brand Birds Bakery is undergoing a stunning rebrand. In a celebration of tradition and a nod to the future, they have had their first unveiling of the brand-new look at their Ashby de la Zouch store.

From the aroma of freshly baked goods to the sophisticated aesthetics that grace the storefront, the beloved bakery is set to take on a refreshed identity while still embracing the traditional essence that has made the bakery a local treasure for decades. The brand founded in 1919 by three Derby brothers – a baker, a butcher and a confectioner – is a popular location throughout the East Midlands with all products made from scratch using local known and trusted suppliers and many recipes that have remained unchanged for generations.

The announcement of the rebranding has coincided with the opening of its relocation of their Ashby de la Zouch store to 31 Market Street on 18th January 2024. The family run bakery chain unveiled a new colour palette with the vibrant Spring Green used resonating with it’s ‘Fresh As A Daisy’ ethos. The branch have also debuted a cosy seating area where customers are able to enjoy the high quality bakes and cakes baked fresh every day within the store. Chic new packaging will go alongside the interior concept, across coffee cup sleeves, baked goods boxes and shopping bags creating cohesive branding throughout the stores.

Embracing change without compromising its rich heritage, this rebrand is a testament to the bakery's commitment to providing not just baked goods, but an experience that resonates with their loyal customer base. The blend of tradition with contemporary has been a hit with customers with comments from Ashby local, Beverley saying, “It doesn’t matter if it’s a cake or a sandwich, people come to Birds for the quality. The new store is lovely, the perfect spot for a toasted tea cake.” Jackie from Mickleover also loved the modernised logo and appearance saying, “It’s really pulling them into the 21st Century. I love the new boxes, they’ve been white since the 60s!”[1]

The fresh look will be rolled out across all 61 locations of the Birds brand with the next refurb planned for Birds Park Farm in Allestree Derby. The rebrand is coupled with a brand new website offering their customers an immersive online experience where they are able to explore and purchase the brand’s signature products, including pork pies, fresh cobs, cakes and chocolate treats, from home and offering home delivery using the Birds By Post service. The website is also a hub for sharing stories from current and past customers fostering a sense of community and connection throughout the East Midlands.[2]

Jamie Bird, strategy director at Birds commented, “We’re excited to start the year with a rebrand which encapsulates both our longstanding heritage as well as our ambition for the future. The spring green we’re introducing isn’t actually a new colour for Birds, as it was one of the colours used in our very first stores, and the slight angle of the logo is a nod back to its original form too. People are the heartbeat of our business and the purpose of this rebrand is to showcase the craft and care our team put into their work every day of the year, as well as ensuring we create both a physical and digital environment that every member of the family can enjoy. We are confident that the next chapter for Birds will be filled with even greater success. We’d like to extend our heartfelt gratitude to our loyal customers for their unwavering support; our continued success would not be possible without them.”[3]

This rejuvenation of the Birds bakery brand is more than just a visual transformation—it's a celebration of tradition, innovation, and community spirit. The redesigned Ashby store shows how the bakery is evolving with the times while staying rooted in the essence that has made it a local favourite for generations. The blend of modern aesthetics and commitment to preserving the bakery's heritage creates an atmosphere that resonates with both loyal patrons and new visitors alike. As customers old and new gather to experience this evolution, the bakery remains a steadfast reminder that, much like its delectable offerings, the essence of Birds bakery is timeless and cherished by the East Midlands community.


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