AW Hainsworth revamps branding after 240 years of craftsmanship
12th August 2024
AW Hainsworth’s rebrand: revamping our branding after 240 years of craftsmanship in our historic textile mill.
Our rebrand was led by our in-house marketing team and local brand transformation consulting agency ThreeTenSeven. Together, they worked on developing the messaging, brand structure and visual identity that combines AW Hainsworth’s rich history and constant drive for innovation. In addition, fellow Yorkshire-based company, Fishtank Agency, built and launched our new website.
Our new branding retains a connection to AW Hainsworth’s historical culture while modernising the look, feel and messaging of our parent brand and brand divisions.
- Hainsworth Fabric of a Nation, manufacturer of premium woollen textiles loved by designers, is now known as Hainsworth Signature Fabrics.
- Hainsworth Top Table, which produces high-quality woollen snooker and pool cloths, has been renamed Hainsworth Cue Sports Fabrics
- Hainsworth Technical Felt, manufacturer of technically advanced woollen fabrics, has become Hainsworth Speciality Fabrics.
Visually, each brand features a new logo, strapline and colour scheme that weaves consistency throughout each of our brands.
Charlotte Law
Head of Marketing
“We have been working on this rebrand for a couple of years, with the aim of updating the brand to better reflect how AW Hainsworth has evolved and who we are in 2024. We have several brands that sit under the AW Hainsworth parent brand, and one of our biggest challenges was to streamline our brand divisions for efficiency and create more of a family feel while redefining our mission, vision, and values.”
Founded in 1783, our fully vertical woollen mill in Stanningley has woven fabric across eight generations of the Hainsworth family. Throughout this time, we have made a habit of integrating traditional qualities of craftsmanship with cutting-edge innovation and product development.
AW Hainsworth is recognised globally for producing exceptional quality woven fabrics. Our fabrics are historically and most notably used:
- By The British Royal Family
- In the House of Lords
- To safeguard emergency services and military personnel
- To weave felt for pianos and snooker and pool tables around the world
Amanda McLaren
Managing Director of AW Hainsworth
“As our refreshed Mission Statement sets out, ‘we’re here to improve and enhance the lives of everyone our fabric touches – our customers, our people, our community and our environment’. So we wanted to communicate this in our branding, whilst ensuring our values of quality, family, and sustainability shine through in everything we do.
“Our Vision Statement is the foundation of all our plans – ‘We believe in the future of the UK Textile Sector’ and as such, we are wholly committed to ensuring our exciting pipeline plans, come to fruition. From developing new fabric solutions, to creating opportunities for a new generation of textile workers and being a true champion and leader in sustainable manufacturing.”
“In line with AW Hainsworth’s commitment to sustainability, the rebrand programme will roll out slowly to avoid creating unnecessary waste. Therefore, you’ll see some of our old branding crop up from time to time.”
