freshly baked - evolving a much-loved bakery brand
SIMMONS BAKERS
new design launch
Brand evolution for a much loved, family business
Caulder Moore is proud to continue its collaboration with Simmons Bakers, delivering a refreshed concept for their latest store opening in Kings Langley.
Founded in 1838, Simmons is one of Hertfordshire’s most cherished independent bakeries, with a deep-rooted legacy and a loyal community following. Our ongoing partnership is focused on evolving the in-store experience in a way that respects the brand’s heritage while ensuring its continued relevance in an increasingly competitive market.
“The collaborative, agile approach of Caulder Moore suits our fast-moving business, where we are continually evolving and testing new ideas to keep our brand feeling fresh, modern and relevant. As an independent business, we value this more personalised approach to ensuring our customer experience remains competitive and compelling.”
The Simmons team recognises the importance of continual innovation across its estate—each new store an opportunity to refine, elevate, and modernise the concept. This dynamic approach allows every new opening or refit to feel both fresh and familiar, strengthening brand recognition and maintaining consistency across locations.
For Kings Langley, the design draws inspiration from the rich textures, colours and comforting warmth of fresh-baked bread. We did this by zooming into the textures - highlighting the organic essence of bread with the cork wall panels and zoning spaces with colour. Lighter in the front, quick lunchtime bites graduating into a darker more comfortable & cosy space as you move into the space. A greater emphasis on seating encourages dwell time, positioning Simmons Kings Langley as an inviting spot for locals to meet, relax and enjoy the food well beyond peak times.
A reimagined counter layout improves product visibility and celebrates Simmons’ bakery expertise, reinforcing the brand’s core values of quality and craftsmanship.
The welcoming shopfront with crafted pendants cast a glow over the products and the ombre brick tiles expresses the warmth of hearth and home.
Every detail is a nod to the comfort of the perfect bake with soft, golden lighting and subtle yet familiar shapes that reflect the heart of the bakery experience—while elevating the environment with a contemporary feel.
This new concept is as welcoming as the aromas inside and exudes the warmth and welcome that one would expect from a business with the legacy and brand equity that Simmons possesses.
This project builds on a strategic commitment to thoughtful, progressive design—ensuring Simmons continues to grow while staying true to what makes it special.
