Wrights has initiated a major refresh of its 14 retail shops in and around Stoke-on-Trent, including an evolution of its branding into ‘Wrights the Bakery’.
The move, which started with the recent reopening of its Leek store, is said to mark the beginning of a new chapter for the business as it gears up to celebrate its 100th anniversary next year.
The modern twist to Wrights’ existing branding features a bolder version of its orange logo, complemented by charcoal facades, digital menu screens, and new staff uniforms in black with orange accents. This bringing a contemporary feel to the high street while staying true to the brand’s heritage, noted the company.
Stores in Hanley, Newcastle-under-Lyme, Wolstanton, and Tunstall are set to be upgraded before the end of the year, with the remaining shops in Longton, Shelton, Northwood, Stoke, Burslem, Fenton, Meir, Kidsgrove, and Chell scheduled for 2026.
Wrights’ core range will remain including customer favourites such as its Vanilla Slice and Meat & Potato Pie – still made to the same recipe used 100 years ago – alongside a growing range of breakfast, lunch, and pie and peas meal deals.
The refresh also extends online with updated social media channels and a new website launching soon, designed to make it easier than ever to explore Wrights’ products and offers.
Founded in 1926 in a terraced house in Stoke-on-Trent by John and Elisabeth Wright, the company opened its first shop in 1932. It now operates a factory in Crewe from which it supplies a range of savoury pastries, sweet treats, and ready meals to its estate as well as wholesale customers such as restaurants, independent bakeries, airlines, and football stadiums. Wrights was acquired in 2021 by The Compleat Food Group, which also recently unveiled a major refresh to its branding identity.
“We’re incredibly proud of our roots in Stoke-on-Trent and our long-standing commitment to the local high street,” commented Jason Manley, brand director at The Compleat Food Group. “This refresh is about making Wrights the Bakery even more relevant to today’s customers, while continuing to deliver the delicious, high-quality foods that people know and love.
No comments yet