Racking and storage specialist Filplastic has changed its name to simply Fil, in the first major rebrand in the firm’s 25-year history.
The business, based near Howden in East Yorkshire, started out life in the 1990s selling plastic-coated wire baskets to the builders’ merchant industry.
Since then however it has branched out, and today is one of the UK’s leading racking suppliers and storage specialists.
Filplastic has therefore rebranded to Fil, to reflect its broader industry offering.
Paul Taylor, managing director at Fil, 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.”
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.
The company launched the new branding at its annual company conference on June 6, held at Cave Castle, South Cave.
“The rebranding process helped us to identify and understand our mission,” Mr Taylor 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.”
Mr Taylor said 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.
