Yorkshire-based craft bakery, Lottie Shaw’s has revealed its brand refresh as it continues its journey of growth.
Specialising in premium treats for gifting including its signature Yorkshire Parkin, biscuits, flapjacks, millionaire’s shortbread and more, its refresh aims to reflect the brand’s quality and Yorkshire heritage, whilst adding consistency upon which to further develop the product portfolio.
The Lottie Shaw’s logo has been updated with a refreshed typeface, gold colourway and the addition of an ‘of Yorkshire’ tag line. New colourways have been introduced in borders and flashes too, to define and signpost each flavour variant, providing consistency throughout the product portfolio.
Helena Wright, Marketing and NPD Director at Jacksons Bakery, which acquired Lottie Shaw’s in 2024, explains: “Lottie Shaw’s is a much-loved brand, particularly within Yorkshire, and it has ambitious growth plans to become a nationally recognised craft bakery, proud of its Yorkshire roots. The brand refresh is the next stage of that journey.”
Research underpinning the brand refresh revealed that Lottie Shaw’s Yorkshire heritage is a marker of quality and provenance, and this was integral to the brand update.
Wright added: “The addition of the luxurious, gold colourway reflects the quality of our products and the new ‘Lottie Shaws of Yorkshire, est. 1912’ tagline really speaks to our heritage. Consumers love the variety within our ranges, we simply needed a way to categorise each product carefully. Adding signposting to the designs by using colour helps our consumers to navigate the range with ease and gives us a solid base on which to develop our range further.”
One of the first new products to feature the Lottie Shaw’s rebrand is its first ever Easter Egg. Made with rich, Belgian milk chocolate, the egg features Lottie Shaw’s signature Yorkshire parkin biscuits crumbled within the chocolate. A splash of natural ginger oil ensures a warming bite of ginger throughout.
Wright concluded “Lottie Shaw’s Yorkshire Parkin remains firmly at the heart of the range. It’s a family recipe, passed down through generations and features in our signature Yorkshire parkin biscuits, chocolate buttons and now, even an Easter egg. We’re proud to be keeping these traditional family recipes alive.”
Lottie Shaw’s story began in 1912, with Lottie’s Great Aunts baking authentic Yorkshire recipes in their baker’s shop. Their secrets were passed down through three generations and their signature recipes remain at the heart of Lottie Shaw’s today.
Lottie Shaw’s was acquired by Jacksons Bakery (part of the William Jackson Food Group) in 2024. It continues to operate as a standalone business from its purpose-built bakery in Brighouse, West Yorkshire. Its products are available direct to consumers through its e-commerce site and through wholesale.
Lottie Shaw’s Luxury Yorkshire Parkin Easter Egg is £19.95 at www.lottieshaws.co.uk
