Advanced materials and paper products provider James Cropper has unveiled a new brand identity.

The company has unified James Cropper Speciality Paper, Colourform and Technical Fibre Products under the company name of James Cropper with a new brand essence: "Making a Material Difference".

The new brand architecture will be represented as two market-facing divisions of James Cropper Paper & Packaging and James Cropper Advanced Materials to support the group's accelerated growth strategy.

This follows a transformation programme including a streamlined portfolio, operational improvements and several strategic key hires.

During this time, the leadership team has led a programme of operational modernisation, resulting in greater productivity in paper-making with James Cropper reportedly on-target to achieve targeted annual cost savings of more than £2m, alongside investment in a new customer relationship management system.

The impact can be seen in the accelerated delivery of new projects, notably in wine and spirits. James Cropper recently collaborated with Bruichladdich Distillery in Scotland on outer wrap packaging.

James Cropper CEO Steve Adams commented: “The evolution of the brand identity is the latest milestone in our investment in the future of James Cropper. It’s imperative to recognise how markets have changed and assert our bold ambitions and strategy for growth.”  

The company is celebrating its 180th anniversary in 2024 and was originally known for papermaking.