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Liverpool-based manufacturer unveils new brand identity

Liverpool-based food manufacturer Lockwoods has introduced a new consumer-facing brand, Maddock’s, after working with Black&Ginger.

The business, which produces meat products such as pies, sausages, sausage rolls and scotch eggs commissioned the design studio to create its new branding and packaging as it introduces a more consumer-focussed identity in addition to its more trade-focussed Lockwoods brand.

Based in Aintree, the company was founded in 1948 and is one of the largest meat manufacturers in the North West. It has a turnover of more than £2.5m and employs around 40 staff locally. The name ‘Maddock’s’ was chosen for the new consumer-facing brand because three generations of the Maddock family have been directors of the business. It is now headed up by Ian Maddock, who followed in the footsteps of his father Doug and his grandfather Stan.

Maddock’s launched its new range of sausages direct to consumers earlier this year. The range includes The Lancelot, The Classic, The Lockwood and The Dragon, the latter two of which are being sold in ASDAs across the region.

The products’ packaging uses photos from the Maddock’s family album, such as photos of their first butcher’s shop, to illustrate the company’s heritage and all packs are even signed by staff members in order to represent the fact that the sausages are still hand-linked in the traditional way.

Alex Frech Director of Black&Ginger said: “Lockwoods’ meat has been gracing tables across the north west for more than half a century, so we were delighted to have the chance to work with such an established business and help them reach the next generation of customers via their new Maddock’s brand.

“We worked intensively with the company to tease out their USPs. It was clear that family and heritage are the cornerstones of the business and we’ve reflected this in the branding we’ve created. We’re excited to see how the business grows and how we can help take it even further.”

Ian Maddock added: “Our new brand and look is already having the desired impact. Our sales are tripling and we are even selling out in some stores. Maddock’s is now a brand that can claim to sell both the sizzle and the sausage!”

For more information, visit: http://www.lockwoods-ltd.co.uk or http://www.blackandginger.com/

This was posted in Bdaily's Members' News section by Sarah Carlin PR .