The Copley Bakery approached de Masi jones to assist them with a commercial problem. Their gourmet bush quandong products were not being accepted into higher profile food outlets and department stores. The client felt that their image rather than the product was the problem, and this was denying them potential national sales and international exports.

In considering the challenge, de Masi jones undertook a research program surveying several of the major players within the gourmet food sector nationally. After several weeks with a range of findings in hand, it was clear that a total rebrand of the product was needed to stimulate interest in this highly competitive industry sector and to aid in establishing 'Tulloch’s Bush Bakery' as a premium boutique foods supplier.

Although the cost of the branding project represented a major investment for this small business, the decision was made by the directors to commission de Masi jones to undertake the project.

The family name was utilised to create the 'Tulloch’s Bush Bakery' identity and this became the core of the new brand. A label style logo, depicting a strong Australian gourmet-foods orientation was also developed and applied to all sales and marketing materials. The total scope of work included brand name creation, identity graphics, product packaging, product labels, table cards, menus and information brochures.

Since de Masi jones were commissioned, Tulloch's Bush Bakery have increased wholesale sales by 47% and are now selling to selected Coles stores, David Jones outlets and a range of local and National gourmet food-chains and specialty stores. They are also now exporting small quantities of their products to Asia and America, with overall business revenue for the small operator increasing 24% since rebranding.

'Our sales have increased by 47% in the last finacial year since the branding of our bakery.'

Bob Tulloch

Proprietor
Tulloch's Bush Bakery