Fisher & Donaldson, one of Scotland’s best-loved bakery brands, approached LUX to refresh their brand identity. With over 100 years of history, the brief was to honour their heritage whilst elevating the brand to appeal to consumers across generations. LUX took a phased approach that built on the rich heritage and aesthetics synonymous with Fisher & Donaldson. We developed a new brand identity including logo and strapline, packaging and created a brand kit ready for roll-out across the company’s multi-site estate.

This was followed by a website redesign project combining e-commerce functionality, allowing the brand to reach loyal customers across the UK with their famous baked goods and gifts. Through every touchpoint – from ID to packaging, retail design and digital experience, we delivered a complete refresh that respected tradition whilst positioning Fisher & Donaldson as a brand relevant to today’s consumer.