Rudey Loves Reveals the Gift Industry’s Alter-Ego

2 Feb, 2012 18:53 CET

North East wrapping paper and giftware firm Rude Wrappings has undergone a total brand review as part of plans to target an increased share of the multi-billion pound UK giftware industry.

The firm, which launched successfully in 2010, has unveiled its new brand name - Rudey Loves - accompanied by a new logo and website, along with a fiercely ambitious strategy for growth in 2012 and beyond.

The rebrand is aimed at bringing the range of Rudey Loves merchandise, including wrapping paper, greetings cards, t-shirts, mugs and posters, to a wider audience. The firm is maintaining its online retail strategy but expanding its product range to make it equally suitable for high-street retailers.

Mark Carton, founder of Rudey Loves, said the rebrand was part of a long-term strategy to broaden the appeal of the company’s products, and that it had been implemented following feedback from leading high-street retailers and department stores.

The rebrand coincides with the launch of an upgraded website and was facilitated with the help of £30,000 of funding from Funding Circle. The funding is also being used to build a network of sales agents and establish an affiliate marketing programme as well as an exhibition and events programme.

Carton said: “We have some very ambitious plans for Rudey Loves. This sector has seen some very successful character-led brands over the past 10 years but we feel this offers something different again.

“Whilst the traditional gift and greeting market is saturated with cards that are sarcastic, ironic and profane, there are very few in the wrapping paper market. We saw this as a possible gap in the marketplace and the rest of our business has been built up around that.

“However, the tone and nature of our products are bringing wrapping paper and giftware to new audiences, while we are constantly increasing our product range to keep it fresh, up-to-date and even topical.

“What started as a diversification project for a full-service marketing agency has developed into what we hope will become a well-known brand within the giftware sector.”

The rebrand is based around a new character, Rudey, who represents everyone’s secret alter-ego - the edgy, risqué side of people that they may prefer to keep hidden.