The Burt family has been baking cakes and biscuits since 1914, originally from the iconic Gwalia Stores in the Ogmore Valley, once known as the “Harrods of the Valleys.”

The Burt family are rightly proud of their heritage and have tried over many years to incorporate their story into their packs and digital presence. They brought us in to help clarify their story and create a brand identity that reflected their heritage and status.

The original Gwalia Stores is now preserved as a heritage building at St Fagans National Museum of History in Cardiff; a fitting tribute to its place in Welsh history. The iconic building provided the inspiration for the visual identity.

We created a hand-drawn typographic brandmark inspired by the original signage, alongside an illustration of the historic building. A soft, refined colour palette and delicate typography reflect both the brand’s heritage and the sweetness of the products within.

The result is a brand that feels authentic, nostalgic and contemporary – rooted in Welsh history while appealing to modern tastes.