It's a tough and somewhat brave decision to take a cottage farming business and develop it into a national player, but this is exactly the route that Phil Hutchinson decided to take once he'd taken over one of the family's businesses in 2012.
Nadin's Lime & Stone Merchants is based in Leek, Staffordshire and had been supplying lime and aggregates to the farming sector for over 30 years.
However, up until Phil's arrival, it had been operating as a sideline to the main farming business. Once settled, Phil quickly identified an opportunity to promote and sell the products to a wider audience via a network of retailers and set about transforming the business using his commercial know-how and business acumen. He was immediately aware of the important role that branding would play in the company's success and found Williams&Crosby via Google (who says that SEO doesn't work!).
He commissioned us to develop a new brand that clearly reflected the agricultural roots and nature of the business and its customers. This brand identity then needed to have the flexibility to be applied across other marketing materials including a new website and packaging materials. Our starting point was the development of a solid logo icon that uses strong illustrations of farmyard objects, including animals and machinery, to ensure instant recognition. This is complemented by a strong and bold typeface that is used across all materials to ensure consistency. We also developed the designs for the exhibition stand, promotional literature and packaging which were all unveiled at a trade show and were very well received.
The professional and unique design helped to secure numerous enquiries from stockists and Nadin's now has a considerable national retail network that stretches from Newquay in the South West to Dumfries in Scotland. The concise, functional website utilises Responsive Web Design to ensure the best possible viewing experience no matter what device is being used to access it and has an integrated Content Management System that makes in-house web updates a breeze. A highlight of the site is the interactive map of the UK that identifies all the stockists of Nadin's products with location finder plus functionality to contact the retailer direct from the website, importantly supporting the sales effort. www.nadins.co.uk