Mechline positions itself for market expansion

Catering equipment manufacturer Mechline is preparing to launch a new corporate identity after recently strengthening the foundations of its senior management team.

The Milton Keynes-based company plans to unveil a new brand image in June as it bids to step up its activities in the market and remind customers of its expertise.

“We are ready to take things to the next level,” declared Mechline’s UK commercial director Peter Galliford. “We have undergone recent rapid growth during some of the hardest trading conditions in decades. To consolidate this success and steer Mechline on its upward journey, we are creating a new look and broadening the management team with two fantastic new appointments.”

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Ian Cresswell has been made business development director with a responsibility for new markets and he will use his experience to help drive the company’s business in the facilities management and waste management sectors.

John Towersey, meanwhile, has been appointed technical director. His role will involve ensuring that all of Mechline’s products meet the company’s exacting standards. Towersey has recently been self-employed as a consultant and previously served as operations manager at electrical equipment manufacturer Twyver Switchgear.

Mechline’s new brand look has been created by IM London, a branding and marketing agency specialising in the hospitality sector.

The new Mechline ‘umbrella’ brand will feature a newly-engineered font and fresh branding, which will be used across its product range, including key sellers such as the Waste20 food waste bio-digester and the GreasePaK drain management system.

Galliford says the company feels it is important to remind customers that it is a manufacturing, research and development company at heart.

“We design and create our own unique products, so as a hallmark of Mechline’s technical innovation and focus on quality we’ve created a distinctive new ‘M’ logo,” he explained. “It will feature on all our products — to unify our range and visually communicate that we have engineered and tested our products to the highest possible standards.”

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