Established over 25 years ago with ‘Home Recipe Biscuits’ endorsed by the First Lady of Food of that time—Fanny Craddock—most of mrs Crimble’s biscuits and cakes were then sold from the back of a small fleet of vans. 25 years on, mrs Crimble’s brand today is an award winning business firmly established in all major multiples and well loved by its consumers for its eclectic range of high quality, great tasting bakery goods offering healthy benefits of gluten/wheat free. Committed to accelerating that impressive growth by creating a strong premium brand presence in the mainstream bakery aisles, mrs Crimble’s have now re-launched with a new brand look.

Photo:A New brand look for mrs Crimble’s by pi

pi’s work tapped into the huge love and affection expressed so warmly and spontaneously by the brand’s consumers—in fact, it provided the inspiration for its new look and lies at the very heart of the visual design strategy and its encapsulation in a core brand message ‘baked with love’.

A new mark captures the brand’s core equities through a contemporary and iconic extractable unit that focuses it strongly as a bakery brand first and foremost that just happens to be gluten/wheat free. This new brand identity has been brought to life to create a coherent, strengthened, distinctive brand presence at all consumer touch-points.

Jeremy Woods, Managing Director, mrs Crimble’s, says, “The new design work from pi marks the next chapter in the mrs Crimble’s growth story. We are moving from the negative and pharmaceutical vibes of the Free From sector to something much more positive and inclusive for all consumers, Deliciously Gluten Free. A great job by the team at pi which is finding favour with trade and customers alike.”

Marie-Therese Cassidy, pi’s Creative Director says, “There’s a lot of love for mrs Crimble’s out there and we wanted to capture and own that in the new brandmark. Using the oven gloves to form the heart was the perfect execution for this, creating a unique and ownable identity for the brand. Supported by contemporary and bright descriptors plus engaging pack copy, mrs Crimble’s delivers a connective dialogue with her hugely loyal & affectionate consumers.”