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Third-generation family bakery Carrs Pasties has been given a comprehensive brand refresh by fellow Bolton business Absolute Agency.

Absolute’s brief involved giving each of the bakery’s products its own ‘distinctive personality’, communicating the ingredients and emphasising the freshly baked aspect of Carrs’ produce along with its ‘little and often’ approach to baking in-store. A bespoke typographic headline treatment was given to the brand to reflect its ‘craft’ focus, the agency added.

“We have worked with Carrs since 2020 and this brief started with their ambition to secure more trade listings and build the brand nationally,” said Simon Allman, creative director from Absolute. “We started with a five-stage process of investigation to identify the ideal partners and perfect trade customer. On the back of this research, we recommended a full brand overhaul.

“It has seen success already following the rebrand, with 10 new trade accounts set up and the pasties can now be tasted throughout the north-west in 150 convenience stores, as well as Carrs’ own three shops, and further afield due to its nationwide delivery service,” Allman added.

Carrs Swing Sign

The Carrs shops, in and around Bolton, will be kitted out with animated digital menus, promotional posters, shelf and product price points. Trade stores are also starting to see refreshed signage and product branding. Perimeter animations and print adverts have been produced to engage with fans and customers at Bolton Wanderers Football Club, promoting concession purchase and nationwide delivery.

Absolute will continue to work with Carrs over the next few months developing the full over-the-counter, delivery and frozen packaging range, the agency said.

“At Carrs, our mission is to reach every part of the UK, whilst keeping Bolton at the heart of everything we do,” said Matt Carr, business owner. “To help us achieve our mission, we wanted to work with a local agency that aligns with our own family values and appreciates developing long-term relationships.

“The results they have produced for us since working together are there to see with our new brand and marketing campaign. We couldn’t be happier and look forward to a continued growing relationship with them.”

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