The inkjet inks manufacturer said it wants its range of inks to be known for performance and value as well as variety, the environment and quality.

The company anticipates its new identity will help raise the profile of products that include UV-curable, solvent, eco-solvent and water-based inks.

Moshe Zach, chief executive of Bordeaux, said the company's new brand acknowledges its "innovative history".

"It conveys a sense of what’s possible in the future when we work with our partners and customers to overcome the limits of technology and create new opportunities," said Zach.

Bordeaux Digital PrintInk has also relaunched its website to promote the company's new brand identity and has a more user-friendly interface.