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Following the success of the Bakers Delight consumer brand which was developed by Two Heads, we were commissioned by our client to develop a brand extension. Whilst the Bakers Delight brand achieved significant prominence and success for a range of traditional cakes, biscuits and confectionery products, a niche market was identified within the Free From category.

We evolved the Bakers Delight 'Free From' brand which kept the core values of Bakers Delight and retaining a strong personality to compete in an evergrowing and competitive Free From market.

The perceived quality and brand values were communicated in a range of cakes, biscuits and confectionery products.