A-Side rebrand for Cornish Bakery


Redruth-based design studio A-Side is undertaking a radical rebrand for the Cornish Bakery.

The rebrand will “drive a cultural step-change” for the company while targeting a younger breed of customer.

The refocussed brand vision will see all elements of Cornish Bakery’s estate transformed. At least seven new bakeries and three refurbishments will open under the new styling throughout 2022 and Cornish Bakery and A-Side have jointly commissioned two Cornwall and Devon-based artists, William Luz and Sophie Harding, to create unique artworks that will hang in every bakery.

A new Cornish Bakery website and reformed social media and digital platforms have also gone live.

Cornish Bakery founder, Steve Grocutt, said: “Across the pandemic we have all worked harder than ever, fuelling our hunger for determined growth. That growth will never come from us doing the same-old, same-old, no matter how successful we have been.

“Bakery is the new coffee shop and our carefully crafted, disruption-driven Cornish Bakery brand evolution will surprise many as it’s a major departure from our previous, multi-award-winning brand strategy. However, this powerful internal and external ‘re-set’ will pioneer our high-end proposition, activating a younger demographic in targeted geographies, all-the-while achieving our journey towards 100+ branches.”