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Vine’s Bakery Raising the profile of an award-winning artisanal bakery in Lincolnshire

A new brand concept for a well-loved bakery business


With a long history spanning back to 1904, the Vine’s Bakery name is synonymous with artisanal hand-made quality. Now embarking on a new chapter, a new branding approach was needed to better represent the family business.

The Vine family tradition of “bread made with no shortcuts, no additives, and no machines” began in London and grew to over 150 bakery shops and tea rooms. When the Vine family eventually relocated to Lincolnshire after their London business was acquired, Emma Vine brought the family bakery values, tradition and ambition to a new audience, serving bread devotees from a new bakery based in Lincoln.


  • Brand design
  • Brand guidelines and toolkit
  • Design for print


  • Food and drink

Optima crafted a new brand identity to reflect the heritage of the bakery’s new location, featuring the city’s iconic cathedral, which is in a county steeped with agricultural and food heritage. The identity features a strong brand mark and bakery ‘seal of quality’ together with a repeat pattern design, bold typographic approach and sophisticated colour palette which perfectly complements their amazing product imagery.

Quote marks

We took time to understand precisely what the Vine’s brand needed to communicate. Our approach was to deliver a value-led, artisanal brand representing the Vine Family bakery’s traditions that have developed over five generations.

We delivered a robust set of brand guidelines to help the family business take ownership of the brand and implement it effectively across all areas of the company. We have loved watching this develop, and the bakery business grow. And we have been on hand as supporting partners to work with the Vine’s team in developing their new packaging and website.

Daniel Sharratt

Account Manager, Optima

The brand guidelines we created detail every element of the new brand identity with usage guides to allow the client to confidently and consistently create branded materials across all platforms.



Belvin Construction


How Belvin Construction built a company and a brand from scratch.