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NEW&UNCHANGED

 

Laxey Glen Mills has been producing 100% pure, premium flours on the Isle of Man since 1860. Nothing has changed. Its range of artisan flours is still milled within 12 miles of the fields where the wheat has always been grown and harvested.

Except something needed changing. While the enduring quality of the product remained inside the pack, outside, Laxey, the brand, was sending a different message. Its consumer touchpoints - logo, brand identity, packaging, tone of voice, messaging - no longer conveyed artisan and premium quality. Laxey, the brand, looked and sounded tired and neglected.

The challenge: how to rejuvenate an island institution and to revitalise the brand’s centuries-old attributes so that Laxey has a future to match its past.

 

At this year’s Royal Manx Show, we helped it take the first steps: new logo, new brand identity, new messaging and most importantly (and in a new venture for us) new packaging. The result: Laxey, “new & completely unchanged”.