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Repositioning the experts in metal printing with a new name, brand identity and website

With more than a century of expertise and significant new investment behind them, Caldicot Metal Decorators asked Valiant to rebrand and reposition them as innovative masters of their craft in a changing and challenging market. We transformed them into the Tinmasters, with a new name, look and sense of purpose. The process helped them win 2 years’ worth of new business in just 4 months and showed employee engagement at an all time high.


CMD appointed Valiant to overhaul their brand positioning and create a strong foundation from which to drive awareness of their expertise and market them to a broader prospect base. They also wanted to reduce the percentage of their revenue coming from a major client and increase volume of work to fill a new line they invested in to increase capacity significantly.

Their existing brand identity and website presented the business as a dated manufacturer and gave no indication of their expertise or high service standards. The website lacked information on their extensive compliance levels, which are required for the infant formula market. Their brand offered no visual differentiation or competitive edge between them, their two local competitors or their European competition. They needed to clearly show their strengths and skills and forward-thinking approach.


We completely repositioned the business through a name change, re-brand and new website.


Firstly we ran our Discover process. This was an immersive time to really get to know the team, their expertise, their story and really importantly, help them express their values. From this we set on the road to represent them to the world in a way that better represented the specialists they really were. We changed the name from Caldicot Metal Decorators – which completely undersold their industry-leading technology and expertise – to Tinmasters. With a nod to the tinworks site that existed on their location over 100 years ago, as well as their mastery of printing onto tinplate, the name Tinmasters captured their history and skills perfectly.


The brand identity was designed to underpin and communicate their professionalism, innovation and values. Next on the list was the website. Their website is the single biggest marketing tool for the company, and we took it to a whole new level with a rich, interactive and engaging experience designed to show off their latest technology, experienced team and the fantastic results they achieve on the press. A critical part of the website is the copywriting. We needed to fully understand the processes and compliance levels Tinmasters works at to be able to deliver in the infant formula market. Only then are we really able to write content to appeal to the audiences they want to connect with – procurement managers, compliance directors and brand managers.

Branding launch

Finally business stationery, presentations, launch mailer and marketing emails were also designed and implemented. As well as some beautiful gunmetal foil business cards, we also produced a limited run of metal business cards too.

The complete change in positioning required planned and informative communication to all existing clients as well as prospects. Introducing a significant change can be a pivotal opportunity to engage lapsed or prospective customers. It is also critical to manage this level of change positively and frequently to existing customers, providing reassurance that the quality and service they are used to will remain.


The brand and website launch has been praised universally by clients, suppliers and employees. Employees have been engaged throughout the process and the newly branded workwear has gone down a treat. The Tinmasters name refers to the expertise of the talented team and there is a definite pride in being part of that now. It has prompted existing clients to discuss additional – and larger – contracts. It has also already attracted new customers and contracts. Just a few months after launch, the website has already been recognised as outstanding by winning Platinum in the prestigious dotComm awards and the brand identity received the top award at the Hermes Creatives. Have a look at the website yourself, here.

The exceptional result, however, is that the newly named Tinmasters has won enough new business to fill capacity on their new line within 4 months – this was forecast to be achieved within two years of launch. We wish them all the success they deserve for the future.

Facts & figures

  • Lead generation directly from the new website
  • Production order increase of 260% in 4 months
  • Employee engagement levels at all time high
  • Reduced risk by increasing customer base
  • Reduced reliance on its major customer; reducing their 95% revenue share to 55% without any reduction in volume production
  • Winners of the International B2B Marketing Awards

Production order increase of

0% in 4 months


"The feedback from customers has been outstanding, and the new brand has also boosted morale and enhanced our standing in our industry."

Richard O’Neill, CEO Tinmasters