Norac Foods’ Bakerly

Derrick Lin


Agency: bluemarlin
Project Type: Produced, Commercial Work
Client: Norac Foods
Location: UK, France
Packaging Contents: Bakery products

Bluemarlin London has created a new brand identity for Norac Foods’ Bakerly, launching this month into the UK bread and baked goods market.

The brand has a rich history, which began in the 1950s in the French countryside as La Boulangere. It has since expanded to become national and European leaders in brioche, pastries and bread.

To re-introduce the brand into the UK market, Norac updated the brand name to Bakerly and partnered with bluemarlin to create a visual identity that captured the story of Bakerly’s French origins, reflecting the passion, pride and authenticity of the brand in a modern way.

The new Bakerly design is based on the idea ‘Crafted with French love’ and blends both traditional and modern design elements to create a visual impact that is highly recognisable. The red holding marque acts as a stamp of pride and authenticity, giving the brand powerful standout on shelf.

Ian Catling, Creative Director at bluemarlin UK, said: “By blending traditional cues with modern elements, we were able to illustrate this the brand’s rich heritage, showcasing the artisanship and quality of these products whilst also making it relevant to the British market.”

Bruno De Bourmont from Norac Foods, added: “The new identity for Bakerly celebrates its French origins, truly bringing to life the pride and passion for baking. The look and feel will resonate with consumers as we re-enter the market, successfully reflecting that these are quality products made with love.”