Macphie simply clever food branding with baguettes

Source: Macphie

Bakery ingredients supplier Macphie has rolled out the first phase of its new branding.

Working in partnership with Glasgow-based creative agency MadeBrave, Macphie launched a new visual identity which it said builds on its premium product portfolio. The rebrand comes with a new look website and ethos for Macphie of ‘simply clever food’.

The brand rollout will continue with re-designed packaging on core product ranges later this year. Items across its portfolio include bread and sweet bakery concentrates and mixes, icings, fillings and frostings as well as dairy cream alternatives, sauces and release agents.

CEO Andy Stapley said the move reflected a new chapter for the Aberdeenshire-based company.

“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,” he said.

“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.”