This week’s Top Drawer show saw Mclaggan Smith Mugs unveil its new brand identity and logo to coincide with the company’s 50th birthday in 2024.
Now known as Mclaggan + Co, the company says that the new identity is modern and fresh, reflecting its current position and product offering within the giftware market.
Established in 1974, Mclaggan + Co builds on the strong heritage Mclaggan Smith Mugs has built over five decades and provides an exciting new platform for future growth and further development.
Mclaggan + Co was acquired in 2021 by N4 Partners (www.n4partners.com) from Polly Thomson, the daughter of founders Wally and Camille Smith, who established the business in their garage and quickly developed an excellent reputation for delivering high quality mugs to a blue chip customer base, and working with some of the country’s best-known designers. Mclaggan + Co has since expanded its product range with other bone china ware, textiles, and giftware items.
The continued growth of the business has secured a strong wholesale domestic market and continues to build its specialised luxury bespoke market. More recently, Mclaggan + Co has been building its direct-to-consumer business through online sales.
The new brand identity incorporates an interchangeable tagline which illustrates the diversity of designs and giftware products including The Thoughtful Gift Company, The Botanical Gift Company, and The Joyful Gift Company.
Although there have been several rebrands in the last 50 years, the marketing team has aimed to evoke a contemporary, playful feel to the new brand, reflecting the energy of the new and relatively young team at the helm of the business.
Commenting on Mclaggan + Co’s rebrand, Susan Mitchell, business development manager, said: “It’s important that we recognise and respect the long heritage of the business and, in launching the new identity, we are keen to reflect our continued evolution and our ambitions for the future.”
Newly promoted general manager of Mclaggan + Co, Campbell Gibson, said: “The new branding will be rolled out over the coming weeks, with a new web address to follow and we are excited to see what our customers make of it.”
Commenting on the rebrand, Keith Mitchell, partner at N4 Partners, and chairman of Mclaggan + Co, said: “We are thrilled to be part of the Mclaggan + Co history and we are excited by the new identity. With our 50th anniversary coming up in a few weeks, the team felt that it was perfect timing for a rebrand.”
Mclaggan + Co will be at Spring Fair (NEC, 4-7 February) exhibiting in Hall 4; stand 4E43.
Top: Shown on Mclaggan’s stand at this week’s Top Drawer are business development manager Susan Mitchell (left) and Kirsty Todd who looks after business development.
