For 20 years, GAIL’s has been serving seasonal, hand prepared bread, pastries, cakes, breakfasts and lunches to local communities. Despite growing significantly since the first bakery opened in London’s Hampstead High Street, GAIL’s still sources the best ingredients to serve good food in welcoming bakeries that bring people together.

With community so integral to the GAIL’s ethos, our interiors team knew it was vital to draw on the surrounding area of each individual bakery when we came on board to envisage new locations across the country.

Each front of house concept design responds to and is influenced by the surrounding context whilst weaving in GAIL's core brand touch points throughout the scheme. For example, a specific green was developed to reflect the tones of Clissold Park in GAIL's Stoke Newington, and a blue tile is reminiscent of the traditional baths found in the spa town of GAIL's Buxton.

New elements need to be carefully balanced with GAIL’s recognisable brand identity, and this appears consistently across façade design, signage, packaging and in the presentation of food. The character of our design work is revealed in different ways from bakery to bakery, subtly appearing in the nuance of material texture, colour and finish.

Variety can also be found in the bespoke features and specific materials selected and crafted by our team. We created individual lighting, furniture and material solutions for each GAIL’s, introducing fresh design moments with an attention to detail at each new bakery.

Diversity in design allows GAIL’s to connect with people from neighbourhoods up and down the UK, while still maintaining the atmosphere and flavours synonymous with the well-loved bakery.