Results:
We successfully repositioned the brand to honour its heritage while presenting a modern, confident identity that reflects the company’s expertise, values, and role as a trusted partner to the baking and foodservice industry.
Walker Humphrey — A Modern Rebrand of a Legacy Brand
Client:
Walker Humphrey, established in 1963, is a family-run wholesale supplier serving bakeries and foodservice professionals across the UK. With an extensive range of ambient, chilled, and frozen products, the company is built on strong relationships, expert guidance, reliable service, and a long-standing commitment to quality and sustainability.
Challenge:
The brand needed to reflect both its heritage and its position within a modern, competitive industry. Although widely trusted, the identity no longer conveyed the company’s expertise, family values, or its ambition to combine tradition with contemporary practice. Walker Humphrey required a refreshed brand that maintained its history while presenting a clear, modern expression of who they are today.
Solution:
We refined the brand essence to The Baker’s Trusted Partner Since 1963, reinforcing Walker Humphrey’s longstanding role in supporting the baking and foodservice sector. This strategic foundation guided a modernised visual identity that blends heritage with a contemporary feel.
The updated logo, bold colour palette, and clean typography create a clearer and more confident presence for the brand. The new tagline, More than just ingredients, highlights the company’s value beyond products, capturing its expertise, reliability, and commitment to sustainability-driven innovation. The visual concept uses stamp-like elements and warm tones to reflect the trusted, family-run nature of the business while ensuring consistency across all brand communications.
