McGhee's Bakery has unveiled its new brand identity created by Glasgow agency D8.

It features a bold typographic treatment which will be applied across a range of materials including packaging, promotional materials, point of sale, vehicle livery and signage.

The tagline 'Geez McGhee’s, which was also created by D8, will be used in a series of celebrity-voiced radio adverts.

Adrian Carroll, creative director at D8, said: "McGhee’s is a much-loved Glasgow brand, so we wanted to do something that would really reflect its unique personality and appeal to the target market."

Ross Hamilton, marketing manager at McGhee’s, added: "Geez McGhee’s has brought a bit of fun to our marketing campaign.

"We've concentrated mainly on rolls in the past but D8 recognised the potential of adding further products to the campaign."