Bread Ahead — Brand Positioning an Iconic London Bakery in the Gulf
I led the brand positioning and strategic expansion of Bread Ahead — a globally renowned artisan bakery celebrated for its legendary doughnuts and flagship location in London’s Borough Market. The project focused on evolving the brand’s identity to support its growing international presence while staying true to its craft-led heritage.
With locations already thriving in the Middle East and plans underway for Asia, Bread Ahead was preparing for its next chapter: scaling internationally through franchising. To support this vision, I developed a brand strategy, market positioning and franchise showcase that would position the business for long-term success. (www.breadahead.com)
Brand Strategy & Positioning / Global Franchise Expansion
Brand Strategy for International Expansion
To support Bread Ahead’s rapid international growth, I led the creation of a franchise-ready brand strategy that preserved the bakery’s artisan spirit while preparing it for new markets including Dubai, Saudi Arabia, Asia, and beyond. Through stakeholder workshops and strategic refinement, we clarified Bread Ahead’s positioning - keeping authenticity, craftsmanship, and community at the heart of its global identity.
Consolidating Brand Identity Assets
I worked with the internal team to bring structure and clarity to Bread Ahead’s identity, creating a comprehensive set of brand guidelines that would support consistency across all markets. This included tone of voice, visual identity, store design principles, and customer experience - ensuring every new location, from London to Riyadh, stayed true to the brand’s values.
Designing a Franchise Showcase Deck
Central to the project was a 50-page franchise deck - built to attract the right partners and bring the Bread Ahead story to life. More than an investment document, it combined storytelling, business insights, and strategic messaging to highlight the brand’s growth potential and commercial appeal. It served as both a brand bible and a practical tool to drive international expansion.
A Platform for Global Growth
With its new strategy and franchise toolkit in place, Bread Ahead is now positioned to grow into new territories - from the Middle East to the United States, Asia, Australia and beyond. As a brand strategist focused on growth and regional nuance, it’s been a privilege to help shape the next chapter of such an iconic London brand.
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