Birds Bakery, a beloved establishment in the East Midlands, has now opened the door to its new shop in Ashby-de-la-Zouch. Beyond providing a new haven for customers to indulge in their famous baked goods, this new shop features Bird’s exciting new branding.
The family-run and owned bakery, known for its commitment to baking fresh every day, is now located at 31 Market Street, just down the road from its previous location in Ashby. The new shop features even more space for customers to a cosy coffee, including a quaint snug and extra seating where they can savour their favourite Birds treats.
The exterior exudes a fresh yet welcoming atmosphere which is reflected throughout the new branding from the new packaging to the interior concept of the new shop. Customers can view a selection of baked goods from outside, which are displayed on top of warm terrazzo worktops.
Inside, wainscoting, warm woods and soft seating texture creates a cosy environment for customers to sit and enjoy their Birds goods. The contemporary design is a harmony of spring green with warm grey tones, with some products featuring a doughnut pink accent that injects a playful touch into the packaging.
The incorporation of these sophisticated hues across coffee cup sleeves, baked goods boxes, and shopping bags not only reflects a commitment to modern aesthetics but also underlines the bakery’s dedication to creating an aesthetically pleasing and cohesive brand experience.
Jamie Bird, strategy director of Birds Bakery, expressed his excitement about the new chapter: “Our new look reflects both our history and future ambitions, and the opening of our new Ashby-de-la-Zouch location is a significant moment for us as a family, and a business.
“As we embrace this new era, we want to extend our heartfelt gratitude to our loyal customers who we look forward to continuing to provide the same Birds experience to and building on the feeling of community that we have established with all of our customers in our stores across the Midlands.”
Customer feedback echoes the positive sentiment. Tim, from Derbyshire, expressed, “It’s fantastic. It’s got such a light, fresh feel to it. I love that you can see the products in the window.”
Beverly, from Ashby, praised the quality, noting, “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, commended the contemporary approach, stating, “It’s really pulling them into the 21st century. I love the new boxes, they’ve been white since the 60s!”
The rebrand, with its refreshed colour scheme and modernised logo, will gradually be rolled out to all 61 Birds Bakery locations. Plans are already underway for the next refurbishment, with Birds Park Farm in Allestree, Derby, set to undergo a transformation that reflects the bakery’s commitment to blending tradition with a contemporary appeal.
New packaging will be rolled out across all 61 stores in the coming months, so customers across the East Midlands can get a feel for the new brand before their local store is updated.
Bird adds: “The rebrand isn’t just about the visual transformation; it’s about showcasing both tradition and innovation. This evolution is steered by the principles of quality, community and our ‘Fresh as a Daisy’ ethos.
“In extending an invitation to embrace this new chapter, Birds warmly welcomes everyone to participate in our journey into an exciting new chapter.”