The rebrand incorporates Leicester-based Scanvaegt Labels and Icon Labels in Mansfield.

"We did not want this to be big and corporate but it made sense to pull them together under one banner," said managing director Ian Kendall.

"Each factory has its own flavour but we wanted them to cross-pollinate on sales and other areas. The industry is in the doldrums and is consolidating: you are either a consolidator or 'consolidatee'." 

Kendall bought Icon Labels last August, a year after adding Scanvaegt Labels to Easedale. The 100-staff group produces self-adhesive labels in up to eight colours.

Kendall said he was "looking for other acquisitions actively" and aimed to secure a 14m turnover this year. Three years ago it hovered around 3m.

"We add value by taking cost out, through better buying, and by bringing a fresh pair of eyes to the business."