Member Spotlight: Historic mill AW Hainsworth unveils rebranding and new website
09/09/2024
UKFT member AW Hainsworth, a Yorkshire-based heritage textile manufacturer and woollen mill established in 1783, has revealed its new branding reflecting the evolution of the company throughout the years.
Scroll down to find out more.
AW Hainsworth’s in-house marketing team collaborated with local brand consulting agency ThreeTenSeven to develop its rebranding, while working with Yorkshire-based company Fishtank Agency to build its new website. The company’s refreshed key messaging, brand structure and visual identity combine its rich history and constant drive for innovation.
Charlotte Law, Head of Marketing, said: “We have been working on this rebrand for a couple of years, with the aim of updating the brand to better reflect how AW Hainsworth has evolved and who we are in 2024.”
Several brands sit under the AW Hainsworth parent brand. “One of our biggest challenges was to streamline our brand divisions for efficiency and create more of a family feel while redefining our mission, vision, and values,” commented Charlotte.
The rebranding succeeded in modernising AW Hainsworth’s look and feel while maintaining a connection to its rich history, which is reflected in its revamped website.
Amanda McLaren, Managing Director of AW Hainsworth, commented:
“As our refreshed Mission Statement sets out, ‘we’re here to improve and enhance the lives of everyone our fabric touches – our customers, our people, our community and our environment’. We wanted to communicate this in our branding, whilst ensuring our values of quality, family, and sustainability shine through in everything we do.”
“Our Vision Statement is the foundation of all our plans – ‘We believe in the future of the UK Textile Sector’ and as such, we are wholly committed to ensuring our exciting pipeline plans, come to fruition – from developing new fabric solutions, to creating opportunities for a new generation of textile workers and being a true champion and leader in sustainable manufacturing.
As part of the rebranding AW Hainsworth is renaming its brand divisions to further reflect their unique characteristics, including:
- Premium woollen textile manufacturer Hainsworth Fabric of a Nation becomes Hainsworth Signature Fabrics
- Snooker and pool cloths specialist Hainsworth Top Table becomes Hainsworth Cue Sports Fabrics
- Technically advanced woollen fabric manufacturer Hainsworth Technical Felt becomes Hainsworth Speciality Fabrics.
Each brand now features a new logo, colour scheme and strapline, offering cohesion across the AW Hainsworth brands.
“In line with AW Hainsworth’s commitment to sustainability, the rebrand programme will be rolled out slowly to avoid creating unnecessary waste, so you might see some of our old branding crop up from time to time, until we have fully utilised any remaining collateral,” concluded Amanda.
Click on the link below to discover AW Hainsworth’s new website:
