Lucid has overhauled the identity for Bake & Bite, a retail bakery brand from Country Choice.
The consultancy was appointed to the project last summer, following credentials presentations from groups that were thought to include Enterprise IG and Interbrand.
Lucid created a marque, in-store fixtures, uniforms, packaging and point-of-sale materials. The brand is renamed from Bake ‘n’ Bite, which consumer research found to be confusing, says consultancy managing director Nick Butcher.
The turnkey package is being rolled out to more than 3000 convenience stores and forecourts nationwide. Packaging design specialist Rapid Action Plan also redesigned the packaging.
‘We needed to add a second element to the identity to communicate as much of the offer as possible,’ says Butcher.
‘The one chosen is an abstracted generic baked product, which was clearly preferred in trials. Others moved the product too upmarket and we started to realise we were losing [existing] brand equity,’ he adds.
Country Choice is part of catering industry food distributor Brake Bros Foodservice, which operates in the UK and France.