Premium bakery brand and royal cakemaker Fiona Cairns has revealed a new brand refresh.
Created by Optima Graphic Design Consultants, the new look elevates and unifies the brand’s visual identity with a more contemporary look and feel that tells the company’s story of craftsmanship, heritage and delicious bakes, while remaining true to the elegance and quality for which the luxury bakery brand is known.
Created to strengthen its stand-out and presence on shelf, the new design incorporates Fiona Cairns’ signature pink packaging with elegant coloured stripes and hand drawn illustrations that depict key flavours of each product.
The refresh involved bringing all brand elements together into one cohesive visual language across packaging, POS, digital and communications to ensure Fiona Cairns is instantly recognisable at every touchpoint, building stronger trust and brand recognition.
Laura McIntosh, Marketing Manager at Fiona Cairns says, “As we continue to grow and evolve, it’s important that our brand reflects who we are today — and where we’re going next. Our brand refresh is about elevating and unifying our visual identity, ensuring it does justice to the quality, craftsmanship and heritage behind every cake we create.”
Simon Shaw, Managing Director of Optima Graphic Design Consultants adds, “It’s been a real honour to work with the team at Fiona Cairns. Our team, led by our Creative Director, Alice Marshall, has worked closely with them to build on the success of a brand with over 40 years of heritage. We have created an energised brand identity that strengthens the Fiona Cairns brand presence across modern channels while respecting its rich history.
We have introduced a wide range of new brand elements to give the team greater flexibility and consistency across every touchpoint. The refreshed brand now better reflects the exceptional quality, craftsmanship and attention to detail that define Fiona Cairns. It is a much-loved business, and the new identity provides a fitting complement to every luxury, handmade bake that leaves their bakery.”
The brand, founded by Fiona Cairns, started off as a kitchen table business and this year celebrates its 40th anniversary.
Renowned for its luxury handmade and hand decorated cakes and biscuits, it’s also well known for creating the royal wedding cake for the Prince and Princess of Wales. It recently launched its online shop at fionacairns.com and its range of cakes and biscuits are stocked in Waitrose, Ocado, Fenwick and Selfridges, as well as in independent retailers across the UK.
