Expanding your business – using music to help keep brand continuity when scaling up
GAIL’s Bakery
Where?
40+ bakeries in
and around London
What?
Artisan neighbourhood
bakeries – making bread,
cakes and pastries, and
serving coffee and
seasonal food.
GAILS’s Bakery story began
in 2005, when the first bakery
opened in Hampstead to make
world-class artisan bread
more widely available beyond London’s
top restaurants. They have kept the
same traditional baking methods
and natural ingredients while
expanding to over 40 locations.
Each Gail’s site has a distinct look to
match its location.
We used their core values
(traditional, natural, high quality)
to research, develop and build
a unique soundtrack and music library
that was on-brand and harmonious to
their vision. By rolling this out across
each bakery and cafe GAIL’s are able to
ensure brand continuity with each site
expansion. Whether lunching in GAIL’s
Oxford or Kensington the music and
ambience sounds and feels the same.
We split the library into different
playlists to serve the varied flow
and tempo of early mornings,
afternoon and seasons.
Throughout the year we keep their
soundtrack relevant and fresh
with frequent updates.
GAIL’s receive positive feedback about
their music and wanted customers
to be able to listen to their playlists
after they’d left the store.
To enable this we set GAIL’s up on
a streaming platform, building and
managing the playlists on their behalf.
Customers can now listen to GAIL’s
playlists on any device, wherever they are
– further building loyalty and
demonstrating – GAIL’s to be a modern
and forward-thinking organisation.
