Sauces and condiments brand The Bay Tree has turned over a new leaf with the unveiling of a brand redesign, intended to better communicate its heritage, vision and passion for authentic flavours.
The “adventurous” new look will be introduced across independent accounts this autumn. The gradual rollout will finish in the first quarter of 2017, following an initial launch of eight products in 207 Waitrose stores this month.
The brand produces a variety of artisan chutney, sauces and accompaniments, including tangy cider apple sauce, hot horseradish, mint jelly and tartare sauce.
Working with GillFoxJames, a Cheltenham-based strategic planning consultancy, and the newly formed design studio After Hours, The Bay Tree has developed an exciting new identity that sees the much-loved bay tree graphic transformed into a dynamic and engaging symbol, representing the explosion of taste that waits inside each of The Bay Tree’s products.
The Bay Tree founder Emma Macdonald said: “We’re still very much rooted to the core values on which the brand was established over 20 years ago. The Bay Tree was a forerunner of the ‘artisan producer’ movement that flourishes in the UK today. We’ve enjoyed a sustained period of growth that has also encompassed many changes – the rebrand is an honest appraisal of that journey. I believe that our new look more fittingly conveys the values that we champion.
“The Bay Tree is on a mission to make the ordinary extraordinary and that involves celebrating of the joy of good taste. This is never something to be shy of… it’s an explosion of flavour and all the pleasures that great food gives us. That, to me, is what The Bay Tree represents.”
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