Finsbury Food Group unveils new look and brand direction
Finsbury Food Group has revealed a bold new rebrand, marking a significant shift in how the business communicates, presents itself, and its plans for the future.
Rolling out from June 2025, the new identity sees the leading UK bakery manufacturer evolve its visual branding, tone of voice and digital presence, bringing together its people, products and personality under one unified brand for the first time in almost a decade.
Established in 2001 and rebranded last in 2015, Finsbury’s latest transformation reflects the company’s ambitions to modernise, humanise, and better showcase the scale and creativity of the business as it moves into its next phase of growth.
“This rebrand is more than a new logo – it’s a reset,” said Naomi Hemmings, Marketing Manager at Finsbury Food Group. “We’ve spent the last 20 years building an incredible business with amazing people, and this new identity brings it all together. It reflects where we’re going: a more modern, people-first, purpose-driven business – still brilliant at baking, but better at telling our story.”
The refresh comes as Finsbury continues to evolve post-privatisation, following its move from public to private ownership in 2023. The rebrand aligns with a wider business strategy focused on integration across its UK & European sites, digital accessibility, and long-term sustainable growth.
As part of the relaunch, Finsbury has overhauled its website with a new photography style, a warmer and more approachable tone of voice, and clearer messaging around its values and ambitions. A dedicated careers hub and launch of a new Business Graduate scheme highlights a commitment to talent development, while new sections spotlight its efforts in community impact and responsible business practices.
While the company has long held a reputation for manufacturing excellence and high-profile licensing partnerships, the new brand aims to bring greater visibility to its people and capabilities, shifting perceptions from traditional and corporate, to bold, progressive, and proudly bakery-first.
The updated logo and visual identity offer a more digital-friendly, modern look, replacing the older corporate feeling font with clean, more playful design elements that reflect the energy of the bakery industry itself.
This brand refresh also signals the start of a new chapter for Finsbury, with a steady pipeline of product innovation, high-profile launches and licensing partnerships planned throughout 2025 and beyond.
