MADE THE
authentic WAY
brand
GUIDELINES
contents ABOUT MACKAYS 03
Introduction
04
How We Craft
05
Mackays Timeline
08
Our Products
11
Target Consumer
15
Brand Personality & Tone of Voice
VISUAL IDENTITY 16
Corporate Logo
17
Corporate Strapline
18
Key Brand Assets
21
Typography
23
Colours
24
Photography
02
introduction Built on a reputation of authentic taste, provenance, and tradition, Mackays is Scotland’s best-loved and largest producer of jam and marmalade, and the third largest brand in the UK preserves category. Here at Mackays we are dedicated to making our products the authentic way, ensuring a home-made taste that creates demand for over 25 million jars a year. Staying true to our values, Mackays creates its products in small batches for a quality homemade taste, using steam-heated copper-bottomed pans and a rolling boil method. At the heart of our authentic taste are the whole fruit recipes. Whether Scottish strawberries, raspberries and blackcurrants, or citrus fruits such as oranges from Seville, all our fruit is carefully sourced to ensure the highest quality. Mackays’ products are free from artificial colours, flavours, and additives – making the range suitable for vegans, vegetarians, coeliac and kosher diets.
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how w e craft our fruits We source all our strawberries, raspberries, and blackcurrants from the berry fields of eastern Scotland. The temperate climate in Scotland allows for the fruit to be grown for longer, resulting in stronger flavours.
quality ingredients We only use the finest quality ingredients in our preserves and marmalades. All our bitter oranges for our marmalades come from Seville - the home of the marmalade orange. We only ever use whole berries in our preserves, for a great tasting product.
traditional methods Our steam-heated copper pans use a rolling boil method. The fruit and sugar is slowly boiled allowing the flavours to be released before gradually setting. We use copper because it’s the best metal for conducting heat and steam giving the most even temperature across the pan. We use copper because it’s the best metal for conducting heat and steam giving the most even temperature across the pan.
taste To create the perfect home-cooked flavour we put a great deal of care and attention into judging exactly when our products are ready. We taste the product once it’s cooked to ensure every jar has the home-made taste you expect from Mackays.
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Mackays timeline 1938 The Mackay factory was orginally a carrot processing facility in Carnoustie, eastern Scotland and in 1938 started sourcing berries from the bountiful fields surrounding them and selling them locally.
1 9 70 The Mackay brothers sold to United Biscuits who converted the factory into the producer for the jam in the middle of the famous Jam Ring biscuit. Les Nicholson, an ex-employee from Keiller of Dundee started work at Mackays – bringing his expertise with him.
1995 Paul Grant having worked for United Biscuits since he was 19, seized the opportunity to build a Scottish marmalade and jam brand. Paul saw the potential in the local produce and the heritage of Dundee Marmalade. A year later in 1996, Paul launched the first Mackays jar into the Canadian market.
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1997 Mackays launched Grant’s of Dundee into Tesco’s in Scotland.
2000 Wanting to retain the history associated with the factory, the branding changed back from Grant’s returning to the original name, Mackays as we know today.
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2008 Mackays moved from the factory in Carnoustie to a state-of-the-art facility in Arbroath, where Princess Anne came to open the new premises. The factory in Carnoustie was 15 thousand square feet with 6 pans. The new premises in Arbroath was 80 thousand square feet with 22 pans.
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2011 Martin Grant took over as Managing Director, having worked for the business since 2002. Driving the business forward from a £8.5 million to a £17 million business.
2019 Expansion of distribution and co-packing facilities were made to meet worldwide customer demand with Mackays brand becoming the 3rd largest preserve brand in the UK market.
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2021 State-of-the-art manufacturing and packaging investments were made to open opportunities in the foodservice sector.
04 From the beginning to now, we have remained true to our values by making all our products the authentic way in small batches.
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our products Mackays is Scotland’s best-loved and largest producer of jams and marmalades. Our range of jams, marmalades, curds, and chutneys are available in over 92 countries worldwide.
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marmalades
Proud custodians of the world-famous Dundee Marmalade, Mackays’ dedication to making its products the authentic way ensures a home-made traditional taste.
preserves & curds
Staying true to its values, Mackays creates its products in small batches for a quality homemade taste, using steam-heated copper bottomed pans and a rolling boil method. Mackays sources all strawberries, raspberries, and blackcurrants from the surrounding Scottish fields.
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chutneys
Mackays chutneys are a tasty edition to the range; each recipe is uniquely developed to accompany a variety of savoury dishes.
food service
New to the range in 2022 these products make Mackays accessible for the consumer within the hospitality industry.
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target consumer 1. female s up ermarke t shoppers
Females aged between 25-65. Online shoppers – comfortable purchasing groceries online. Typically shops offline and online in Morrisons, Tesco, Sainsbury’s or ASDA. Responds favourably to recipe videos and content focused on heritage.
2. home bakers
Females aged between 25-65. Online shoppers – comfortable purchasing groceries online. Typically shops offline and online in Morrisons, Tesco, Sainsbury’s or ASDA. Responds favourably to recipe videos and content that evokes nostalgia.
3. family diners
Males and females aged 30-60. Fast-paced lifestyles but still seek time with their family over mealtimes. Seeks quick and uncomplicated recipes, but does not want to compromise on high quality food or food brands. Takes a great interest in what their family are eating and ensures that their health is not compromised by seeking high-quality produce.
4. home brand lov er s
Males and females aged 21+. Affiliation with ‘home brands’ for recognisability and nostalgia reasons. Those who connect with a product’s provenance message and like to have a brand in their cupboard that they can rely on. Includes brands such as Heinz, Warburtons, Twinning's, Mother's Pride, Quaker Oats, Hartley's and Mr. Kipling.
5. social consumer
Facebook – 35-65 mostly women. Instagram – 25-45 mostly women with the highest proportion of male followers.
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brand personality & tone of voice brand personality Homely Charming Cheerful
tone of voice
Conversational Honest and genuine Tongue-in-cheek and humorous, but not sarcastic
social media tone
Conversational Friendly Excitable Tongue-in-cheek and humorous, but not sarcastic
We would say !
We w o uldn’t say !
• Hi, hello, how are you? • Hi Michael. Sadly, we don't offer tours of the factory, for health and safety reasons. It's never good to surprise someone dealing with hot jam! We hope you find another way to meet- up. • Leave it with us, Pat, and we’ll see if we can’t send you any extra jars for the food bank. Enjoy the rest of your week!
• Yo, hey, howdy. • Hey Mike, we don’t offer tours. Sorry. • Hello Michael, unfortunately factory tours are not something Mackays offer at this moment in time. Please accept our apologies. • We have forwarded your response to the sales team and will get back to you asap.
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inspiring phrases & words to use in copy Homely Made the Authentic Way Hand Stirred in Copper Pans Whole Fruits Slow Cooking methods, ensure Highest Quality Products Traditional Recipes Homemade Taste, using Steam-heated Copper-bottom Pans and a Rolling Boil Method
fe elings that Mackays evoke Childhood Memories Fun Loving Family Happiness Sunshine in a Jar
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visual identity
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corporate logo THE MACKAYS CORPORATE LOGO IS MADE UP FROM 1 PANTONE® COLOUR AND A METALLIC FOIL. The Mackays Corporate Logo should, when printing, wherever possible, appear in spot colours, which should always be matched to actual Pantone swatches; not the printed colour references in this document. If spot colours are not an option, please use the CMYK logo version shown above.
All proposed uses must be authorised by MACKAYS in advance.
PRIMARY COLOURS
PANTONE® 343 C
MINIMUM SIZE
FOILCO COPPER SATIN 923
4 PROCESS SPLIT C 95 M0 Y 80 K 64
30mm
FOR USE WHEN FOIL NOT AVAILABLE
PANTONE® 343 C
MINIMUM SIZE
4 PROCESS SPLIT C 95 M0 Y 80 K 64
30mm
PANTONE® 131 C 4 PROCESS SPLIT C0 M 43 Y 100 K 13
FOR DIGITAL USE (CMYK PRINT ONLY)
MINIMUM SIZE
30mm
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corporate strapline The strapline should primarily always sit in a linear format underneath the main logo, however, where space is limited, or to allow it to be more legible, it can be used on its own.
MADE THE
authentic WAY
MADE THE
authentic WAY
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key brand asse ts MARMALADES FRUIT ASSETS & PATTERNS
PRESERVES FRUIT ASSETS & PATTERNS
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key brand asse ts CURDS FRUIT ASSETS & PATTERNS
CHUTNEYS VEGETABLE ASSETS & PATTERNS
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key brand asse ts
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typ ography The main font family used in all MACKAYS brand labelling and Point of Sale is Beaufort and it is used in bold and medium weights. Helvetica Condensed is a secondary font, used for all informational text, for example on Ingredients Information.
BEAUFORT Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890& Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&
HELVETICA CONDENSED Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890& Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890& 21
typ ography The main fonts used in all MACKAYS social media & website are Gazpacho (headings & conversationals) and Nunito Sans (body copy).
GAZPACHO Heavy
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890& Heavy Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890&
NUNITO SANS Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890& Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890& 22
colours LOGO GREEN
LOGO FOIL
LOGO SPOT
MARMALADE
PRESERVES
CURDS
CHUTNEYS
GIFT PACKS
PMS 343C
PMS 131C
PMS 159C
PMS 201C
PMS 124C
PMS 229C
PMS 7473C
C
95
C
0
C
14
C
24
C
7
C
47
C
75
M
0
M
43
M
72
M
97
M
36
M
93
M
5
Y
80
Y
100
Y
100
Y
69
Y
100
Y
36
Y
48
K
64
K
13
K
3
K
20
K
1
K
44
K
3
R
0
R
221
R
209
R
163
R
207
R
104
R
33
G
79
G
145
G
94
G
32
G
138
G
33
G
167
B
46
B
0
B
20
B
53
B
0
B
69
B
149
#004F2E
#DD9100
#D15E14
#A32035
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#EBA900
#682145
#18988B
photography ENVIRONMENT Always shoot in a place that glorifies the jar in a homely environment, whilst complimenting the brand’s colour palettes. Do not be afraid to make the setting imperfect, i.e., have a few crumbs on the table and/or use a dirty knife. Always use minimal props when photographing simple serves. JAR Ensure every effort is made that the colour of the product is as close to real life, bright and vivid with no reflection or bubbles in the label. The shot should be vibrant with plenty of colour, which results in a cheerful and charming image. SOCIAL MEDIA IMAGE SPECIFICATION Size: <8MB | Aspect ratio: 2:3 and 1:1 Specs: 736x1104px and 1080x1080px
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photography
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All proposed uses of Mackays branding must be authorised by MACKAYS in advance. For Artwork File Supply & Approvals please contact: marketing@mackays.com
