Baker Halls & Co is a range of crafted fruit syrups founded by food technologist Gerard Hall in 1987. Following a number of iterations, the brand had arrived at a point where it needed some fresh thinking and renewed energy. Creatively too, the brand needed salience to stand out in a sea of sameness on shelf.

We returned to the genesis of the brand, where we unearthed the tale of its founder Gerard Hall and his drive to bring a new, flavour-first cordial to market. It was his combination of technical skill and foodie flair that made the difference, inspiring us to modernise the brand and its visual language through the lens of its rich and quirky history. We wanted to bring to life the entrepreneurial flair and passion that Gerard brought to his new enterprise, and which remains a bedrock of the brand today.