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All change with new branding at Callows of Market Deeping

The evolution of the brand!

Every business evolves, in many modern day circles that evolution needs to be communicated quickly to an ever changing audience as well as serve an established customer base.

This week Print Solutions  were involved in taking the established brand of Callows of Market Deeping, South Lincolnshire. After nearly 80 years trading and with the help of the team at Print Solutions, virtually overnight, Callows shop frontage  became ‘The Cigar Box’!



The re-brand was necessary after owner Howard Callow decided to change his business model by specialising in the niche gifts market, namely, high quality cigars, tobacco and spirits.

“The British High Street is slowly starting to see a revival of unique local businesses, being able to provide what they need, as a fellow local business means that the local economy benefits as well as the community” – Print Solutions MD, Peter Melkowski

Howard came to us initially to speak about business and menu cards but we felt it necessary first to develop the image he would need to carry his new business and brand across modern day platforms including print, signage, advertising and e-media.

The logo was developed using an idea taken from a neck band of a Cigar as an initial concept. The mulberry red and gold colours used reflected the sophisticated luxury of the products it sells. We wanted to keep the brand sympathetic to the 80 years of  heritage that Callows had respectfully earned but design it in such a way to show that the business had evolved to become an established brand in it’s own right.

“The whole approach from the team at Print Solutions was personal and professional. They offered advice and designed a terrific logo for me. They even matched the colours to my newly decorated interior walls” – Howard Callow

Due to complex laws involving the selling of tobacco and associated goods in the high street, it was necessary for us to frost the windows of the shop as well as display the brand with care. The Design team decided to work with the window frosting using this as an opportunity to create a brand statement, something that would make people stop and look.




From the technical side, complexities existed such as the frosting of pre-tinted windows.  This meant we needed to consider how the naturally dark window would block out anything we did on the inside of the glass. When applied from the inside, the frosting would be too muted in it’s effect and the dynamic design we prepared would would be lost, so we mounted the frosting on the outside which, although can limit it’s life, gave greater impact by catching the light and really showcasing our work in a very vibrant way.



The logo was printed cut and crystal laminated to protect it from glare, UV rays and moisture.  These were mounted above two window panels and a central doorway. An existing original Edwardian hanging sign was dismantled, repainted and refreshed with a new logo panel placed over the old one (at the client’s request) which added some respect to the heritage of the shop.

The team here at Print Solutions have really enjoyed the whole project. from the original discussions through to the final install, Print Solutions are proud to include this project in our portfolio. We’re always happy to talk to you if you are looking to evolve your current brand or develop a new one. Our knowledge for print based product including embroidery for clothing is one we feel we can advise accurately on, saving you time and expense and allowing you to do what you do best.

We wish Howard and his business all the very best best for the future.


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