The new brand, which was unveiled last week, forms one element of a plan to strengthen the company's position and take advantage of emerging market opportunities.

This includes additional capital investment totalling around £100,000 in camera matching technology and a new polyline, due to be commissioned in the next few weeks.

Loricas has also strengthened its senior management with the promotion of general manager Angela Foster to the board from 28 April, following 10 years at the company.

Chief executive Howard Matthews said that the new look Loricas would focus on offering an improved bespoke service to its customers incorporating litho, digital colour, variable laser and inkjet printing and fulfilment services.

"This exciting initiative has created the opportunity to re-position our brand and underpins our firm intention to keep pace with the changes in our industry whilst taking full advantage of emerging opportunities within the UK economy," he added.

Loricas has a turnover of £1.8m and employs 38 staff.