The specialist bakery manufacturer is evolving its visual branding, tone of voice and digital presence, with the goal of bringing its people, products and personality together under one unified brand for the first time in almost 10 years.
Established in 2001 and last rebranded in 2015, Finsbury Food Group said that its new unified brand identity reflects the firm’s ambition to modernise and better showcase the “scale and creativity” of its operation.
“This rebrand is more than a new logo – it’s a reset,” said Naomi Hemmings, marketing manager at Finsbury Food Group.
“We’ve spent the last 20 years building an incredible business with amazing people, and this new identity brings it all together. It reflects where we’re going: a more modern, people-first, purpose-driven business – still brilliant at baking, but better at telling our story.”
The rebrand comes after the firm went from public to private ownership in 2023, and involves an overhaul of the website and a new tone of voice with clearer messaging. The new website with have a dedicated careers hub where Finsbury Food Group will launch its new Business Graduate scheme.
Finsbury Food Group has also promised a steady pipeline of product innovation, as well as high-profile launches and licensing partnerships throughout 2025.
“While the company has long held a reputation for manufacturing excellence and high-profile licensing partnerships, the new brand aims to bring greater visibility to its people and capabilities, shifting perceptions from traditional and corporate, to bold, progressive, and proudly bakery-first,” the firm added.
“The updated logo and visual identity offer a more digital-friendly, modern look, replacing the older corporate feeling font with clean, more playful design elements that reflect the energy of the bakery industry itself.”
Finsbury Food Group has nine sites across Europe and supplies a range of bread, cake, morning goods and bakery snack products into multiple retailers and foodservice. It also manufactures licenced products for Disney, Universal, Sega and Diageo.
