For a long time, the packaging and co-packing sector has looked and acted much the same – conservative and constrained. But over the last five years, Alexir Partnership has been evolving…
Becoming employee-owned in 2019 was a defining moment that reshaped not just the ownership structure, but the mindset of the business. Alongside that shift came a clear five-year strategy: to establish Alexir as one of the UK’s leading independent players, offering a genuinely end-to-end service from design to delivery.
Stepping into a class of our own
In this time, we have changed fundamentally in ownership, ambition, capability, and culture. The earlier version of the business was primarily known for cartons and co-packing. Alexir today is much broader, more joined up and deeply collaborative, with the capabilities of creative development, sourcing, manufacturing, co-packing and delivery all within one slick establishment.
So in 2025 we embarked on an ambitious rebrand, not to reinvent for the sake of it, but to align and showcase our unique proposition – a brand that has set and achieved bold ambitions, strengthened our capabilities and elevated to a class of our own in the sector.
We wanted the new brand to:
- Align how Alexir looks with how it works
- Align perception with reality
- Give customers, partners and prospective collaborators a clearer view of what Alexir really is today and where it is heading next.
The result is a vibrant visual and messaging approach that redefines Alexir Partnership’s place in the sector, while better supporting clients’ needs through clearer communication across all digital and physical platforms.
Jeremy Keable, Alexir Partnership Managing Director explains:
“The rebrand marks the beginning of Alexir’s next phase, finally reflecting its true capabilities. For years, Alexir’s reputation has been strong, but narrow: known as a “packaging company”, or a “co-packer”. But the reality now is much greater. Alexir works with brands and retailers facing complex commercial challenges: category expansion, new product formats, fixture disruption, and operational constraints that cannot be solved by shaving pennies off packaging costs.
“We are the experts trusted by some of the biggest brands in the world to deliver high quality, innovative and reliable solutions. The old brand did not reflect the scale of thinking, the commercial problem solving, or the partnership approach that defines how Alexir works day-to-day.”
Our Partnership Values extend beyond our colleagues, to our Customers. We look to develop a lasting Partnership with our Customers, by understanding their business needs and working together to develop their products. In doing so we strive to give you high service levels and support so you can focus on your business and its growth.
Alexir is a special place to work, and a special Business to work with.
Delivering confidence, clarity, and credibility before first contact
In a market where buying journeys now start online, often late at night, long before a first conversation, that gap mattered.
Today’s buyers do not pick up the phone to ask what you do. They research, they explore, and they assess credibility before contact. The way you show up online matters just as much as how you show up on the shelf.
The new Alexir brand is a full identity across digital and physical assets designed to meet that reality head on: a new website designed around our clients’ needs, stronger articulation of services, and a bold visual identity that signals the innovation, confidence and competence that comes with decades in the field.
It is a brand that says:
- We understand complex problems.
- We work across disciplines.
- We are serious about outcomes, and enjoyable to work with too.
Defined by our difference
Alexir did not set out to look different for the sake of it. The truth is, the partnership is different – it’s completely unique in structure, in culture, and in how it partners with clients. The new brand, both visually and in narrative, reflects that in a number of ways.
From the outset, the creative direction was shaped by one simple idea: ‘Stand Out’. Not as a slogan designed to grab attention, but as a reflection of what Alexir is – a unique and bold player in a market that can otherwise be defined as beige. Stand out also signifies what Alexir does every day – helping brands stand out on shelf, in category, and in increasingly competitive markets.
Proud to stand out
This brand overhaul refresh is a revolution, not to become something new, but to be seen properly – as a business that has evolved, matured, and earned the right to stand confidently in its space, as a partner that brings together creativity, capability and commercial nouse, and as a team that takes its work seriously, without taking itself too seriously.
So now we present the Alexir Partnership of today – proud to Stand Out.
