Historic homewares brand Beldray has unveiled a bold new brand identity which aims to embrace fun and humour when tackling everyday cleaning routines.
For over 150 years, Beldray has been a trusted name in British homes, delivering dependable and affordable cleaning solutions. Now, the brand is stepping into a new era with a fresh identity designed to connect with consumers on a more personal level, embracing the chaos of everyday life with warmth, humour, and a bold new look.
Beldray’s transformation isn’t just about a new logo or packaging refresh – it’s a complete brand reinvigoration. Extensive market research revealed that while consumers love Beldray’s products, there was a lack of emotional connection with the brand itself. With perceptions varying depending on where products were purchased, and the market becoming increasingly clinical and masculine, Beldray saw a clear opportunity to inject fun, vibrancy, and a sense of togetherness into the category.
At the heart of the rebrand is a simple but powerful mission: to make the chaos of everyday life easier, whether that’s tackling muddy paw prints, ironing school uniforms on a Monday morning, wiping away fingerprints from glass, or quickly cleaning up spills. Beldray’s new tagline, “Between us, we’ve got this”, embodies this ethos – a shared understanding that life gets messy, but with the right tools, it’s all manageable.
READ MORE: Radio 4 Today Show comes to Salford as Anna Foster lands main presenter role
The new identity is braver, brighter, and more engaging than ever. A fresh colour strategy will bring energy to in-store displays across electricals, cleaning, garment care, and bathroom products, ensuring Beldray stands out in every aisle. Playful yet practical, the brand now champions a cheerful, upbeat, and knowledgeable tone, reflecting its commitment to making home care feel less like a chore and more like an achievable part of daily life.
The inventor of the first ever adjustable ironing board, Beldray is a brand with a long history, well known for its core range of laundry, floorcare, heating and cleaning products. While Beldray remains committed to delivering these products that consumers love, the new brand strategy will ensure it also becomes a brand that consumers truly connect with.
By infusing its communications with tongue in cheek humour and a relatable tone, Beldray aims to stand out in a market that has long felt functional and impersonal. This evolution is about more than just selling products – it’s about recognising that cleaning is a shared experience and showing consumers that Beldray understands the realities of their busy lives.
“With Beldray, we wanted to take the ‘to-do’ list from aspirational to achievable,” explains Tracy Carroll, brand director at UP Products. “Our products are designed to add value to everyday routines, and now our brand identity reflects that. We’re embracing the chaos with our consumers, creating a brand that’s as dependable as ever but with a fresh, fun, and engaging personality.”
The new Beldray brand identity will be rolling out across packaging, digital, video, and trade assets, bringing a new energy to the category and ensuring that, between us, we’ve got this.
