Rebrand for a Manufacturer

Unlocking the hidden value.

Brand Project Overview

A leading supplier worldwide...

Atritor provides bespoke milling, drying and waste separation equipment for the food, minerals, chemical and pharmaceutical sectors. Formed in 1980 when Sebastian Rosin purchased the business from Albert Herbert, the organisation actually has a 90-year heritage. This rebrand for a manufacturer saw them reposition in order to attract a different market sector.

Key Business Challenges

Entering the food and pharmaceutical processing sector is tricky when you are positioned as heavy industry.

How might they position in the ‘clean’ markets?

An identity that had not kept pace with the company’s innovative technology. They didn’t look or sound like problem solvers.

How could we align their identity and showcase their value?

A hidden process that can add huge value
to customer’s products.

How might they tell this story?

Brand Process

All 40 members of staff consulted across UK 10 customer insight interviews.

Workshops with board, senior management team
Detailed competitor review
Redefined purpose, principles and personality and proposition

Brand Strategy

Engineered Alchemy -
thriving on process challenges.

Brand purpose:

We exist to solve any materials processing problem.

Brand principles:

Use our roots to grow.
Work together to get the job done.
Break new ground.
Take the long view.

Brand personality:

The technical partner:
Dependable problem solvers.

Brand Identity

A process inspired modern identity.

A revised visual identity and logo inspired by 'process'
Visualisation of key Atritor differences to aid the sales process.
A new website that focuses on customer’s materials challenges using a diagnostic tool.
Creation of a 1-minute positioning video outlining how Atritor can help.

“My role has been to broker change within the organisation and that change is beginning to show real benefits. The launch of our new website has been well received, for example – engagement figures have risen, visitors are spending more time on the site. We’ve received fantastic feedback at international in-person events, and our LinkedIn followers have grown organically by over 70%.

We now have powerful tools that we can confidently use as part of our demand generation activity, and while our lead to conversion timeframe is long – not least because we’re designing, testing and manufacturing equipment worth over £1m - we are already moving cold contacts to pipeline prospects.”

Rachel Hodge, Marketing Manager, Atritor.