Blue Marlin puts bread on map

A South Wales family-run bakery business is repositioning itself to take on national bread brands with a new corporate identity and packaging by Blue Marlin.

Having repackaged Brace’s six bag varieties, Blue Marlin is now branding all its bakery and “morning goods”, and will then repackage the granary and speciality varieties, says consultancy managing director Andrew Eyles.

The company is also considering revamping its 12 South Wales bakery shops.

Brace’s wanted a new image to expand the business to 10m a year, says a spokesman for Blue Marlin.

Brace’s old packaging lacked impact, looked dated, and confused consumers with poor hierarchy of communication, the Bath consultancy spokesman adds.

Blue Marlin creative director David Hodgson designed a new typeface for the logo, which is being applied to lorries, signage, stationery and overalls.