Racking and storage specialist, Filplastic, has undergone the first major rebrand in its 25-year history.
The company, based near Howden in East Yorkshire, has changed its name to Fil to reflect the vastly expanded product and service range it has brought to market since launching in the 1990s.
Along with the name change, the company has updated its visual presence to match, with a bold new corporate colour scheme of mint green and blue.
The new branding has been designed to pay homage to the company’s roots, while at the same time, setting Fil up for future years of growth.
Managing director Paul Taylor said the original name came about because the business started life selling Italian-imported Filplastic baskets, but it had gone on to vastly diversify the products and services it now supplies.
In the process, the business has become one of the UK’s leading racking suppliers and storage specialists.
Therefore, now was time for change, Taylor said; “In the early days, the business was built upon supplying plastic-coated wire baskets to the builders’ merchant industry and we still do that to this day. But as we worked in that sector, merchants started asking us for different types of storage solutions, so our range began to grow organically, as did the type clients we worked with.
“As the years passed, we found ourselves adding all sorts of different products, and of course moving into racking which we’re really well known for now. Design services followed, so now we sell everything from small parts such as van and workshop storage, shop shelving and display equipment, to mezzanine flooring, and full design and fit out projects for national businesses with huge storage requirements.”
He added that as the company had evolved to such an extent, its branding also needed to evolve to ensure Fil remained relevant for years to come.
The move includes the launch of a brand-new ecommerce website, which will be going live in the next few weeks. According to Taylor, an important part of updating the brand had been helped the business to articulate its values, what has underpinned its success so far, and where its focus would be going forward: “The rebranding process helped us to identify and understand our mission,” he said.
“That is to help companies make the most out of their space; to help them optimise storage to increase capacity. This is the same for a sole trader with a single van, through to a multinational PLC with hundreds of depots and warehouses. Fil can bring tremendous value at both ends of the spectrum.
“Our new identity is about recognising everything we have done in the first 25 years of the business’s life and understanding where future growth and success will come from.
“We think our brand now expresses this, and our new name, Fil, recognises both where we’ve been, but also where we’re going.”