Double D Creative – We Love Cake

Bells of Lazonby is a family run business based in Cumbria with a rich heritage in baking and pioneers of the Free From industry – commissioning the first dedicated Free From factory in the UK. The client approached us to refresh their We Love Cake brand – a range of delicious gluten, wheat and dairy free cake slices and tarts. The brand needed a face lift not only to modernise and strengthen its position in the foodservice market but also to communicate the quality and great taste of the product. The brief included a new brand identity, brand development and packaging. The key challenge was to re-position the brand to appeal to a wider lifestyle consumer without losing or alienating the loyal customer base. The hand drawn brand identity creates a distinctive brand. It has a wholesome feel with a playful side. The inclusion of ‘Baking since 1946’ highlights the rich heritage and conveys added gravitas and provenance. The handcrafted style is followed through to the packaging using illustrated ingredients to pick out the primary ingredients of each product.