A Timeless Identity for a Family Bakery

Laceys has been baking since 1978, but the brand needed a refreshed identity that celebrated its roots while feeling current. The system is built around a flowing script wordmark and the heritage line “Baked in tradition.” A warm palette of deep red, cream, and kraft paper carries across packaging, signage, and menus, designed to feel lived-in and trusted.

Each loaf is given character through naming and storytelling — from The Rye Loaf to The Coburg — creating a menu that reads like a history of British baking. Paired with simple typography and nostalgic textures, the brand balances refinement with a familiar, everyday warmth.

‍