Pasty Presto, the Cornish pasty retail chain, has been rebranded as The Cornish Bakery following a successful trial in three stores.

With a greater focus on ‘Brand Cornwall’, the company said the rebrand brought a new look and feel to its stores and customer engagement. There is also a stronger focus on the premium coffee, pastries and sandwiches sold alongside the pasties as the firm tries to attract a younger, more lucrative customer base.

The rebrand, carried out with the help of Truro-based creative agency Absolute, follows a previous review in 2013 and 2014, which saw turnover increase by 10%. This was despite the impact of the pasty tax and recession in the area around many of its stores.

Steve Grocutt, founder of the company, said: “Cornwall is globally recognised for its produce as well as being a beautiful place to live, work and holiday. It’s also known for its great food scene and laid-back, friendly style.

“The new Cornish Bakery will touch customer emotions with captivating Cornish imagery and a chic, seaside feel, wrapped up with the Cornish cool spirit. Our customers step inside The Cornish Bakery and reminisce about long lazy days spent on the coast while taking a moment to enjoy the present. And, if they haven’t been to Cornwall, then The Cornish Bakery can be their first taste of what this enchanting county is all about.”

The Cornish Bakery was founded in 1994 and currently runs 30 stores across the south of England. Its innovative pasty fillings including Thai Chicken, Chocolate and Banana and Apple, Rhubarb and Custard and it won the Cornish Pasty Company category at the World Pasty Championships in 2013.