Newport-based family business Brace’s Bakery has unveiled a brand revamp.

The changes include baking its Luxury bread range in a tall tin instead of a square one - a first for the company. Recipe enhancements have been made to keep the bread softer for longer, and the number of slices in the loaves increased by one.

Brace’s will also continue to make its long loaf for those who prefer a square slice.

Ian Salisbury of Salisbury Associates, which has worked closely with director Jonathan Brace on the rebrand, said the brief for the new design was to analyse the historical evolutions the brand had adopted and develop branding that encompassed both the new and the old.

“The intention of the new design is to provide a sense of comfort, reassurance, quality and choice to both the loyal and expanding consumer base that welcome the value of an independent family bakery,” said Salisbury.

“The design envelops the product with elegant lines and colours that clearly denote product differentiation, oozing quality through design that reflects the care and attention with which the product has been made.”

Brace’s said more changes would be made to its product portfolio in the next six months.