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More and more consumers, both in the UK and abroad, are keen to buy goods that have been made in Britain, yet most are unclear about exactly where many products are made. A poll conducted by Which? in July 2011 asked consumers “Would a Made in Britain logo help you buy British?” 84% said ‘Yes’.
As response to this, in November 2012, Made in Britain was launched as an independent organisation to commission a marque championing British design and manufacturing.
With a wide range of manufacturers in the UK, from artisan makers to large producers, the marque had to work across many products and on a variety of materials from ceramics and fabric to packaging and digital applications. With an equally diverse audience of consumers, from British shoppers to buyers abroad, Made in Britain needed a marque that would be instantly recognized and understood.
How do you point out British made products to consumers? You do it literally.The marque stands out for consumers and is pragmatic enough for manufacturers to display across a wide range of different products. The final marque looks just as at home on a set of speakers as it does on the leg of a chair.
Launched in Jan 2014, the marque already represents over 1,000 UK brands, both in the UK and overseas.