Sunrise Bakery Changing Name in Big Rebrand Move

A familiar Dartmouth bakery is about to undergo a branding transformation.

The Sunrise Bakery & Coffee Shops locations on Dartmouth Street will soon be known as Aurora Bakeshop and Cafe, a name change that marks a new chapter for the beloved spot under the ownership of Richard Freeman.

The Bolton Street location in New Bedford will be keeping the Sunrise name.

New Name, New Identity

Freeman joined The MGM Show to announce the change and share the inspiration behind it.

“I wanted to separate from the old Sunrise and really establish it as my own,” Freeman said. “It’s more of a rebrand.”

Pushback From the Past

While the change is meant to reflect Freeman’s new vision for the shop, it didn’t come without challenges. Some longtime customers expressed disappointment over changes as small as new chairs and countertops.

“I didn’t expect the blowback on just little things like that,” he admitted. “It’s a bit heartbreaking, especially when I know I’m doing the right thing.”

READ MORE: Dartmouth Sunrise Bakery Reopening with Both Original and New Items

Why "Aurora" as the New Name for Sunrise Bakery?

The new name, Aurora, isn’t just poetic. It’s purposeful.

Meaning "new dawn" in Portuguese, Freeman said he used artificial intelligence to help generate a name that paid tribute to the original bakery’s identity while signaling a fresh start.

“I didn’t want to stray too far from the meaning of ‘sunrise,’” he said. “'Aurora' felt like the perfect fit.”

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Recipes Stay, Drive-Thru on the Way

While some patrons have been resistant to change, Freeman says the recipes and daily bread baking remain consistent with the original shop. Still, he acknowledged the sting of a sales dip and hopes the rebrand will give the cafe a needed boost.

To celebrate the official name change, Freeman plans to align it with the grand opening of a brand-new drive-thru, just weeks away.

On that day, customers can enjoy free coffee all day, courtesy of the Hogan Brothers, who supply the shop’s popular brew.

A Fresh Start for a Local Favorite

“It’s a new day, a new start,” Freeman said. “And we’ve got some really good coffee to prove it.”

Whether you call it Sunrise or Aurora, one thing is clear: Freeman is pouring his heart into making this cafe a warm and welcoming staple for Dartmouth all over again.