Lioncroft.
Lioncroft Wholesale, formerly East End Foods, is a family-owned business with deep roots in the West Midlands’ food and drink wholesale industry. Founded by the Wouhra family over 50 years ago, the company has grown into a trusted name, offering an impressive range of over 16,000 products, including food, beverages, and household essentials from more than 200 leading brands.
DELIVERABLES
BRANDING
PACKAGING
WEBSITE DESIGN
PRINT DESIGN
After a rebrand that didn’t achieve the desired impact, Lioncroft Wholesale faced significant challenges in maintaining its position in the competitive wholesale market. To help them overcome these obstacles and refresh their brand, we were brought in. With our support and guidance, Lioncroft was able to revitalise its brand identity, enhance customer engagement, and strengthen its reputation as a key player in the wholesale industry.
Lioncroft Wholesale’s original branding featured a lion, a symbol they wanted to keep, but the design was outdated, conveying a sense of tiredness, sluggishness, and old-fashioned appeal—qualities they didn’t want to associate with their brand. To reposition the company as a dynamic and modern market leader, a complete revamp of the lion logo was needed. The aim was to maintain the symbolism of the lion while giving it a fresh, energetic look that better reflected the company’s values of innovation and growth.
To ensure consistency across Lioncroft Wholesale’s brand, we developed a full set of brand guidelines. These guidelines covered everything from logo use to colour schemes, fonts, and tone of voice, ensuring the brand maintained a cohesive presence across all channels. This helped Lioncroft present a unified and recognisable identity, both online and offline, and provided clear direction for their team as they expanded and evolved in the wholesale market.
Quote from the customer
Lioncroft have seen a 38% increase in sales canned goods since the rebrand and re packaging of Lioncroft’s own brand products. This has happened in the space of 12 months from the launch of the new canned range. The success of PHd’s designs continues to make improvements to our sales figures as we continue to increase the range of products being designed through PHd
Jasbir Whoura | Chairman
We redesigned Lioncroft Wholesale’s own-brand product packaging into two distinct styles: one for the wholesale market and another for retail. The wholesale packaging focused on bold, practical designs that emphasised value and ease of display, catering to business buyers. For the retail range, we created more visually appealing packaging, with vibrant colours and modern typography to attract individual consumers in competitive retail environments. Both designs were crafted with their target audiences and sales environments in mind, while staying true to the Lioncroft brand identity.
As part of their rebrand, we redesigned Lioncroft Wholesale’s wholesale, hospitality, and corporate websites, tailoring each to its specific audience. The websites were optimised for improved functionality, clearer navigation, and a modern look, aligning with the updated brand identity. This overhaul made the sites more user-friendly and engaging, allowing customers to easily access relevant information and place orders.
These changes, along with the refreshed branding, have greatly enhanced Lioncroft’s market presence. The company now presents a unified, professional image across all platforms, driving stronger customer engagement and reinforcing its position as a leader in the wholesale industry.
