Birds Bakery new branding sign

Source: Birds Bakery

East Midlands-based Birds Bakery has unveiled new branding at its latest store opening in northwest Leicestershire.

The family-run and owned bakery will now garner a new colour palette, featuring a ‘vibrant spring green’, with its new location in Ashby-de-la-Zouch the first to demonstrate the updated look.

The new shop, located at 31 Market Street, features even more space for customers to a cosy coffee, including a quaint snug and extra seating where they can savour Birds’ treats.

The exterior, Birds said, exudes a ‘fresh yet welcoming atmosphere’. Customers can view a selection of baked goods from the outside, which are displayed on warm terrazzo worktops.

Inside there are warm woods and soft seating as Birds looks to create a cosy environment. The design is described as a ‘harmony of spring green with warm grey tones’, with some products featuring a doughnut pink accent.

“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,” said Jamie Bird, strategy director of Birds Bakery.

The rebrand will gradually be rolled out to all 61 of Birds Bakery locations with the next refurbishment – set to take place at Birds Park Farm in Allestree, Derby – already lined up.

It’s accompanied by new packaging, also to be rolled out across the estate in the coming months, which the bakery said will allow customers to get a feel for the new brand before their local store is updated.

“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,” Bird added.

“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.”