Established in 1967 in Blaby, Leicestershire, Milners Bakery is one of the leading independent bakeries in the Midlands, supplying freshly baked bread and pastries to the public and trade. With their 50-year anniversary in 2017, and in the face of impending competition from a nationwide chain opening a branch in the same street as their flagship store, Milners were keen to maintain footfall and approached TPI to help reposition their business.
Their brand image and retail space were looking rather tired and dated and in need of a rethink.After looking closely at every aspect of their business we suggested a complete brand overhaul which included identity, van livery, retail interior, packaging and strategic use of social media.
“It was clear from our first meeting, Paul and I were going to get along. His reaction to our brief was instinctive, right from the initial concepts through to the finished artwork. Being both enthusiastic and patient, he was able to take my thoughts and ideas and make them real.
As a small company we don’t have an enormous budget for our brand development but we do understand the importance of the way our company looks to our prospective customers, fortunately Paul and James at Think Plus Ink understand this too.
They were able to interpret my Ideas and thoughts into a complete rebrand of our company Milners Bakery which included signage, interior graphics and packaging, right down to our business cards and an initial plan for an improved web-page; this will be a future project. That is the great thing about Think Plus Ink, they provide an ongoing service to help you as your business develops- we haven’t looked back.”
TOBY MILNER, MANAGING DIRECTOR
Photography played an important role in the development of the new brand, keen to convey the craft and skill of a traditional baker – we also wanted to create inspirational product images that could be used instore and across communications online.
We introduced a new simple, friendly and approachable strapline; ‘we love baking’ and featured it prominently on store fronts and vehicle liveries – replacing the old ‘Just taste the quality.’
Our solution for the identity came from the inspiration to create a contemporary new look which has been met with firm approval from existing local customers as well as opening up new trade opportunities for Milners.
“To say we have enjoyed increased sales since the rebrand would seriously underplay the success we have enjoyed. Along with our social media presence the re-brand has been instrumental in maintaining a strong and stable business. In what has been for the most part unusual and difficult trading conditions.
At the beginning we certainly had some lovely comments about our new look. The great thing about our signs though is that they really do hold their own against any in the high street; we look professional”.
TOBY MILNER, MANAGING DIRECTOR
Considering your brand?
If you’re considering your brand right now, it would be a good time for us to talk.
We’ll explore with you where your brand currently is, where you want it to be and by when.
Once we’ve had an exploratory chat, we can then decide if we might be the right fit to work together.
In any event, you’ll gain some great nuggets of insight into how your branding can evolve.
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