Packington Free Range's joint Managing Director, Rob Mercer, explained the reasoning behind the rebrand.

He said: "We recognised that whether it's our pigs or free-range chicken and cockerel, we have the same ethics and values in the way we rear and treat our animals. Both sides of the business also have a strong focus on customer services – we are one of very few producers that undertake the whole process from rearing the animals to delivering the end product ourselves. Moreover, the team that does this are the same people our customers can talk to on a day-to-day basis, which we feel is incredibly important. In short, our customers don't see the two businesses as separate entities and therefore we decided to create one strong brand that brings all elements of the business together.”

The re-brand encompasses a new contemporary oak leaf design logo, which has replaced the individual pig, chicken and cockerel graphics, and will be used on all materials, from stationery to vehicles. In addition, the company has launched a new, up to date web,site. Recognising that consumers are becoming far more interested in the source of their meat the web site aims to provide information that is useful for both trade customers and the general public.

Packington Free Range's web site includes an overview of the farm’s high standard of animal welfare, now recognised by high profile awards from the RSPCA and Compassion in World Food; the history of the Mercer family who have been farming the land in Barton-under-Needwood since the 1930s; as well as contemporary recipe ideas, news and stockist information.

Co-owner, Alec Mercer, said: "We have chosen a design for our new brand which we think celebrates our passion for the land and nature, and which has elements of both our heritage as well as more contemporary cues. This partnership of the 'old and the new' also reflects our farming techniques, respecting some of the more traditional methods while harnessing the best of modern technology to bring our customers the very best produce possible."

The re-brand and new web site was designed by Staffordshire-based brand design consultants, StudioDM.

Packington Free Range, based in Staffordshire, is a farm with a traditional family heritage spanning four generations. As well as a commitment to pork and poultry of the highest quality, Packington's award-winning animal welfare ethos is supported and accredited by the RSPCA. Packington Free Range's pork and poultry are Free Range in the truest sense of the word, with a firm belief that happy, healthy animals will produce the best meat.