Croxsons

Brand refresh

Challenge

Croxsons is a family-owned company that has been working with international food and beverage brands for nearly 150 years. With such longstanding success – built on customer service as much as heritage – they wanted help to reinvigorate their brand. Not just from a marketing partner experienced in this specific industry, but one who also shared in their ideals.

Strategy

To modernise and breathe new life into this renowned glass packaging company, we looked at creating a brand that emphasised both its history and ethos. Marrying traditional heritage with contemporary style is never an easy task, which is something we attempted to meet head-on.

Creative

Following an internal and external audit, we crafted a new positioning line – A family of packaging. This referenced both the vast range of packaging options available, as well as the fact that the managers are 6th generation Croxson, who believe in treating colleagues and customers like family too. Developing a logo with the founding Croxsons signature and date stamp, we then made everything from promotional videos, brochures, calendars and e-shots, to a newspaper, wall infographics and a sophisticated new website. Most recently, we also designed and launched an e-commerce site to sell beer crowns, increasing the efficiency of Croxsons’ sales teams.

Result

Over the five years we have worked with Croxsons, sales have grown 100%, from £16m in 2015 to £32m in 2019. In the same year, Croxsons was one of only 201 organisations awarded the prestigious ‘Queens Award for Enterprise’ in recognition of its excellence in international trade, having grown exports by 250%.