Matthew Clark identity goes with the RDA flow

Communications specialist Robson Dowry Associates has created a new identity for drinks manufacturer and distributor Matthew Clark.

The new image is part of a company restructure which will see it divided into five new business units from 1 August. With the exception of the wine division, each of the five arms will trade under the Matthew Clark corporate brand and have its own sales, marketing and finance teams.

There will be four divisions, all carrying the Matthew Clark name: drinks, cider, wholesaling and Strathmore Mineral Water.

The manufacturer is adding the word “wines” to the Grants of St James brand in an effort to sustain the current growth in sales.

RDA managing director Ian Robson believes the new identity represents the “confident and progressive Matthew Clark of today more accurately. It incorporates a more contemporary typeface and introduces a symbol that is designed to portray the quality and character of the company.”

“As a graphic representation of the Matthew Clark monogram, the symbol visually represents the intrinsic nature of the company’s business – drink flowing through the rim of a glass or bottle. Its torch-like quality is entirely appropriate to Matthew Clark’s commercial goals, to be a leading light in the alcoholic drinks sector,” adds Robson.

Matthew Clark chief executive Peter Aikens says: “We wanted an identity that would reflect the young, modern, dynamic and successful business that Matthew Clark is today, and we believe the new design will project that to everyone we deal with.”