Macphie launches new simply clever branding - Macphie

Macphie launches the first phase of its new branding this month.

Working in partnership with Glasgow-based creative agency MadeBrave, Macphie launched its new visual identity, building on its premium product portfolio.

The manufacturer revealed its new website last week, showcasing its new look and brand ethos of “simply clever food”.

Macphie CEO Andy Stapley said: “I once asked someone what made Macphie different and their response was, ‘Macphie does the clever stuff’. That stuck with me and became a key building block when we were thinking about how to communicate our brand foundations.

“Our products are high quality and our brand and packaging should reflect this. We do all the science and research to take the pain out of cooking complicated recipes and create quick and consistent solutions for our customers.

“Take our Complete Bread Mix for example. By just adding water and baking you can create everything from baguettes and rolls to pizza bases and focaccia.

“The rebrand reflects a new chapter for us. We have ambitious growth plans in the pipeline and refreshing our identity helps us refocus for the future, while holding on to the essence of what makes Macphie, Macphie.”

Andrew Dobbie, Founder of MadeBrave said: “Our best work has always come out of partnering with brands like Macphie that have a clear purpose at the forefront of everything they do.

“The people at Macphie are passionate about what they do, and so collaborating with them to bring this new visual identity to life was a really rewarding and enjoyable experience. We’re very much looking forward to working with the team at Macphie to grow the brand even further.”

The brand roll-out will continue as the company begins launching re-designed packaging on core product ranges later this year.