Under the name Adare Advantage, parent company Adare is hoping to position the business away from its self-adhesive label background that spans more than 30 years.

Adare Advantage is being pitched as a design, graphics and supplier to the packaging industry, centred around its 'Starfish' bespoke software.

The web-based tool set is claimed to enable customers to create campaigns online in real time. This includes file sharing, image editing and project management right to the printed piece.

Adare's 'Starfish' software also allows users to both review, annotate and approve or equally reject documents online.

According to Robert Whiteside, chief executive of Adare, the rebrand is a reflection of the company's expansion "to provide a one-stop-shop solution to clients with ground-breaking packaging solutions".

He added: "It is essential to consistently tailor our service offering to meet client demands and we look forward to future developments of Adare Advantage as a leader in the industry."

Adare Advantage employs 91 people and serves clients including those in the food and retail sectors.