Overview
How we rebranded a 94-year-old British manufacturer – supplier to Coca-Cola, Heineken, MARS, and GlaxoSmithKline – and built a product-focused website with 100+ pages to strengthen Secomak’s position in the global market for specialist air movement technology.
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Project Details
The challenge:
Secomak‘s brand and website had not kept pace with the company’s engineering reputation. This is a business with over 90 years of UK manufacturing heritage, equipment installed in more than 100 countries, and clients including Coca-Cola, Heineken, MARS, GlaxoSmithKline, and Johnson & Johnson. But the existing site was outdated, difficult to navigate, and provided inadequate product information for the engineers and procurement teams who needed it. It was also not built with SEO in mind, meaning Secomak was invisible for the search terms their customers were actually using.
The challenge was compounded by the breadth of what Secomak does. The company operates across multiple product ranges – each serving different audiences with different technical requirements, buying criteria, and expectations of a supplier’s digital presence.
The approach:
Freshly Brewed started with a comprehensive audit of the existing brand, website, and user experience. We surveyed customers and the internal team, and analysed website data to understand the motivations and behaviours of Secomak’s audience – from beverage packaging engineers specifying drying systems to industrial procurement teams evaluating heating solutions.
That research shaped the rebrand: a new visual identity, refined user journey, and multiple dedicated websites. Freshly Brewed recommended separating the Gas Booster product range into its own site, recognising that the customers, buying criteria, and technical requirements were fundamentally different from the rest of the Secomak portfolio.
Over 100 product pages were created with detailed technical specifications across four product ranges – industrial fans and blowers, heaters, drying machines, and gas boosters – and the site was built with a strong SEO foundation to drive organic enquiries from day one. Within the first year, 60% of all enquiries were coming through organic search. Freshly Brewed continues to work with Secomak on a retained basis, producing marketing collateral, directing product photography, and maintaining brand consistency across all channels.
Secomak have been manufacturing specialist air movement technology from the UK since 1930. Originally founded as Service Electric Company Ltd, the business has evolved over nine decades into a precision engineering operation serving the world’s largest beverage manufacturers, pharmaceutical companies, and food producers. Their equipment is installed in over 100 countries worldwide, and all products are designed, developed, and manufactured at their purpose-built facility in Elstree, Hertfordshire.
The company operates four primary product ranges – industrial centrifugal fans and blowers (rated up to 300°C), modular HeatPack heating systems (1kW to 36kW), DryGuide drying machines developed in partnership with the University of Hertfordshire, and compressed air gas boosters. The company became independently owned following a management buyout from Halma Group in 2005, and in 2018 merged with Deedmore Engineering to bring precision CNC component manufacturing in-house.
Clients include Coca-Cola, Heineken, BrewDog, MARS Food, Birds Eye, GlaxoSmithKline, and Johnson & Johnson. Under Managing Director David Palmer, the company employs 33 people and generates £4.5 million in annual revenue. Their DryGuide Essential drying machine, launched in 2024, won recognition at the PPMA Automate UK Awards, and the company is preparing to exhibit at interpack 2026 in Düsseldorf – one of the world’s largest packaging trade fairs.
increase in website traffic
of all enquiries from organic traffic
product pages created
“Working with Freshly Brewed continues to be an excellent commercial decision. More than the just ability to get things executed to a standard and speed that impresses. The strategic partnership this there, Freshly Brewed understand our value to customers and will tell us what needs to be said, rather than what we want to hear.
I could only recommend Brandon and his team to others.”
Design assets created
Freshly Brewed work with Secomak on a continuous basis, producing marketing collateral, product photography direction, and campaign assets that maintain brand consistency across all channels. From exhibition stands at Pack Expo Chicago and PPMA Automate UK to product datasheets, technical brochures, and digital campaigns, the retained partnership ensures every touchpoint reflects the engineering quality Secomak is known for.
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