Brumby’s was fast reaching maturity in its lifecycle, whilst also being under significant threat from competition including supermarkets. The brief was to refresh, reinvigorate and calve out a defendable point of difference.


The strategy was to create a unique identity that removed any competitor brand confusion and transformed Brumby’s into a modern day bakery that celebrated its Australian heritage whilst capitalising on the growing artisan and snacking occasions.


A new look brand + experience that was reflective of an authentic yet modern offering built against the proposition ‘Australian wholesome goodness.’


The project saw a completely re-engineered brand that showcased the art of baking, that was rolled out across the brand identity, store design (across 2 formats), a complete new product range and offering, with the launch of a highly profitable coffee category, packaging and communications.


To launch the new positioning in market and align the new and existing stores, the brand leveraged off an Australian icon, Mathew Hayden the famous Australian cricketer who equally had a passion for wholesome goodness to endorse and promote the new brand.