“With Eat Marketing’s creative insight, we now have a modern brand that still symbolises our heritage. Combining this with our refreshed website design allows us to really add momentum behind our marketing, confidently connecting with new customers and showcasing what being part of the Mallinson’s community is all about.”
– Mallinson’s of Oldham
To deliver a rebrand and website design for Mallinson’s of Oldham, who in 2020 celebrated their centenary year. The business had also been taken over by new owners who were looking to re-introduce their frying ranges to the market and raise the profile of the brand to match the high quality product and service.
Established in 1920, Mallinson’s of Oldham has manufactured quality frying ranges in Britain for more than 100 years. Made using traditional methods, the business offers a variety of ranges, services and spare parts to fish and chip shops across the UK and beyond.
With a century of experience under their belt, Mallinson’s of Oldham already had a good reputation within the frying community who use their ranges. Launching their new brand during the Brexit transition, it created an opportunity to bring the brand’s British USP into focus.
We therefore focused on capturing the feeling of heritage and pride surrounding British manufacturing in the rebrand and website design.
With the branding refresh, we wanted to bring Mallinson’s industry experience to the forefront and at the same time modernise the brand to also connect with a younger generation of fish fryers.
Mallinson’s of Oldham’s previous logo had been in use since the 1990’s and proved difficult for customers to understand what it stood for.
Using a fresh, cleaner serif font, we created a roundel logo that places emphasis on the letter ‘M’ of Mallinson’s and features the new strapline ‘Bespoke British Ranges’ to showcase exactly what the business provides. The shape of the logo also lends itself to being used as a stamp or sticker on future marketing assets.
We evolved the brand colour palette to develop the colours currently being used so as not to alienate existing customers, but align the business with the ambitions of the new owners.
Prior to working with Eat Marketing, Mallinson’s old website felt dated in both functionality and presentation. It didn’t represent the passionate team of industry experts or provide the space to purchase spare parts and accessories.
Their new website design shines the light on Mallinson’s USPs and shows the breadth of services available to customers. The ‘About’ page’s timeline also highlights key moments in the brand’s history – from supplying parts for the army in 1940 to moving to a larger premises in 1995.
Customers are now able to access detailed information about Mallinson’s ranges and variety of services offered, along with finding the answers to common questions and considerations.
Client success stories are easy to view through the dedicated ‘Case Studies’ section, whilst an online shop allows visitors to browse and buy spare parts and range accessories.
The refreshed brand and website for Mallinson’s of Oldham now represents a business that is proud of their heritage.
