AB handling website banner.
Alex Bard Handling logo.

The Task

Alex Baird Handling Ltd has been established for over 60 years, offering quality milk crates, milk trolleys, milk churns, bottle baskets, roll containers and more to their valued clients.

Brand evolution within a family business can be a sensitive topic, balancing a legacy and a loyal customer base acquired by the previous generation, with ambitions of growth and business diversification. 

As companies grow and yesterday’s modern is today’s outdated, staying true to brand tone and personality can be a difficult challenge. Alex Baird approached us to help them navigate these challenges.


Alex Baird Handling


Brand Identity

Promotional Material

Web Development

AB Handling Estd. 1947 simplified logo.
Alex Baird & Sons large logo.
Alex Baird Handling text logo for mobile.

Brand Identity

Alex Baird Handling required their brand to be modern and flexible to take on new and diverse markets whilst paying recognition to their company roots as a dairy farm and of a 3rd generation family business.

Keeping all of these elements in mind presented a challenge for our design team; An aggressive or sizeable shift could alienate loyal customers. The brand design team at Mucky Puddle researched the proposition, experimented with various styles before implementing a contemporary vintage mark using bold typography bound by an abstract milk crate. The original blue and red primary colour scheme was softened slightly to a more sympathetic set of tones. The established date was maintained for historical recognition.

Numerous variations of the Alex Baird Handling logo.
Alex Baird Handling logo with spacing measurements.
Alex Baird Handling brand guidelines, fonts and colours.

Promotional Material

The brand would be required for use on all online and offline assets; from the back of a business card as a solo element, screen printed in a single colour onto the side of a milk crate, or front and center on the website banner, the logo had to stand out.  Of particular note, the van decals required precise planning to ensure the materials would fit to the millimetre, taking into account door handles, panel creases, openings etc. It was important to establish a flexible and fluid brand to be easily transposed across a range of elements.

All of the marketing materials required for every-day business would be emblazoned with the new brand so the importance for consistent application was essential. To keep the brand on target our designers created a handy brand summary sheet and file pack with popular formats to ensure accurate reproduction every time.

Alex Baird Handling logo with a business card embedded over the top.
AB Handling logo printed on clothing material.
A design of an internal AB Handling communication document.
A design of an internal AB Handling communication document.

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Do you need help with your brand?

Please don't hesitate to drop us a line if you require branding services for your business.