Design by: Robot Food


The Brief
Build a brand for our vegan, gluten and wheat free cake slices that rewrites the rules of indulgence and helps us to stake our claim as masters of our art form.

The Opportunity
The free from category is cardboard stiff, worthy and full of restrictions. Aimed at a generation that’s increasingly conscious of what it consumes, we developed a brand with all the bells and whistles and none of the limitations, balancing expertise and playful creativity to bring something completely new to ‘free from’.

Family bakers, Bells of Lazonby, have been baking cakes for over 70 years from their dedicated, purpose-built, free from bakery. From the name and positioning to brand communications, we aimed to balance this expertise with abundant creativity and summarised the sentiment in the brand’s strapline, ‘Experts of the Extraordinary’. In developing the tone of voice for this little bar that packs a big punch we provided bold statements brimming with brand attitude. White packs have a clean confidence that breaks free from category norms and act as a canvas to explore the layered characteristics of each product. ‘More, extra, and then some’ graphics burst from the cakes, expressive of the indulgent flavour and the artistry packed in to every slice. ​​​​​​​

Bells & Whistles

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