Wales’s fastest growing company is celebrating 80 years as a firm of family bakers in style – with a brand new look emphasising its Welshness.
According to the Village Bakery, from Wrexham, the rebranding marks a new chapter in their history as they continue to build on the boom in their wholesale business.
Their success at the recent Wales Fastgrowth 50 Awards was founded on developing new products and increasing sales to well-known supermarket and high street brands across the UK allied to exports across mainland Europe and as far afield as Singapore.
But the company felt their own branding – last refreshed 15 years ago – needed updating.
They worked closely with top branding expert Allison Murray who has previously worked for some of the biggest names in the food and drinks industry, including Cadbury’s, Coca Cola and Diageo.
She explained: “The brand needed a more contemporary treatment, building on the excellent reputation of this family company and the products that the Village Bakery produce so that its reputation can spread to cover the whole of Wales.”
Among those who’s been heavily involved in the rebranding over the past six months is Village Bakery Account Manager Ola Janczukowicz.
Ola said: “Allison has amazing creative flair, We gave her the ideas and she came back with a fantastic design that was liked by everyone.
“The new branding is very fresh and in a way it’s simple but very stylish with black and gold being the predominant colours.
“It is now being applied to absolutely everything, the packaging, our new website, our fleet of delivery lorries, business cards, stationery and signage.”
The signature of company Chairman Alan Jones, the father of Managing Director Robin Jones and fellow Director Christien Jones, appears on the packaging of several products.
Alan said: “I am very proud of what the family has achieved and now the younger generation have picked up the baton and are running with it.
“When I started we employed around seven or eight people including my Dad and me – we now have 250 people working for us.
“I am a great believer in traditional values and keeping things simple. Technology has changed but the basic principles have stayed the same. The recipe for success in business is quality, honesty and efficiency.”
It was a sentiment echoed by Managing Director Robin, who was named Bangor University Businessperson of the Year at the Daily Post’s Achievement Wales Business Awards 2013. He said: “We make great products but we weren’t as good as we should be about telling the customer about us as a family bakery.
“We’ve worked very hard over the past six months and we’ve now got something to be very proud of.
“The new branding is modern with a timeless design which tells people about our tradition and how we are a Welsh family bakery since 1934.”
