Renshaw to launch new brand identity and website for 2013
Marzipan, sugarpaste and soft icings company Renshaw is to reveal a new brand identity developed by brand consultancy Positive Momentum later this month. The refresh is part of the business’ long term strategy to position the brand globally as an expert in baking and cake decorating products. The new branding for the Liverpool based manufacturer will draw on the company’s credentials and will be featured on all products and marketing materials. The £46 million business, part of The Real Good Food Company PLC, has timed the launch of the new brandmark to coincide with the arrival of Renshaw’s first e-commerce platform, which goes live on Tuesday 22 January. Designed and built by Organic Development, the website will provide a direct channel to the business for expert and aspirational bakers and cake decorators worldwide. The site will also carry an extensive recipe section, links to the brand’s social networking profiles, including Facebook and Twitter, and, in time, an online baking scrapbook. Renshaw also plan to integrate the site with Pinterest, Facebook and iPad apps as well as a dedicated mobile site are also in the pipeline. Sarah Summers, Renshaw commercial director, commented: “It is an incredibly strong brand in the UK bakery and sugarcraft trade sectors. We now have the opportunity to bring our products and the Renshaw brand to a rapidly-growing international audience. “Our new identity has been created to bolster the company’s heritage and authority but also to convey a strong sense of modernity and accessibility to co-incide with the brand’s move into online and international sales.” An integrated marketing campaign incorporating press, PR, social media and direct marketing has also been planned to support the launch and will be spearheaded by the business’ PR and digital agency, Rule 5.