Bells of Lazonby Brand Creation / Brand World / Brand Narrative

Far from Free-From

 

The Brief

Build a brand for our vegan, gluten and wheat free cake slices that rewrites the rules of indulgence and helps us to stake our claim as masters of our art form.

The Opportunity

The free from category is cardboard stiff, worthy and full of restrictions. Aimed at a generation that’s increasingly conscious of what it consumes, we developed a brand with all the bells and whistles and none of the limitations, balancing expertise and playful creativity to bring something completely new to ‘free from’.

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Family bakers, Bells of Lazonby, have been baking cakes for over 70 years from their dedicated, purpose built free-from bakery – the first of its kind in the UK. Capturing their expertise and abundant creativity was an aim that stretched throughout the strategy of the project, from naming, design and brand communications.

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Strapline ‘Experts of the extraordinary’ lives throughout the entire brand. In developing the tone of voice for this small but mighty bar, we provided bold statements brimming with brand attitude.

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The Result:

Listings in Sainsburys, Waitrose, Asda, and Coles within the first year

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White packs have a clean confidence that breaks free from category norms and act as a canvas to explore the flavour and artistry of every slice through expressive, energetic graphics.

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Each slice is hand-topped, so we chose flat lay style photography to show off this artisanal element while the side of pack shows the layers within.

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We compiled a cohesive set of guidelines to help the brand to live and breathe on Instagram, making sure the little bars had what they needed to speak volumes.

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