Mint Bridging has pitched itself as a third-generation lender after launching its new brand and identity focusing on handcrafted loans.

Since forming six years ago, the lender claims to have lent over £325,000,000 across 775 loans, with its current funds under management exceeding £100,000,000.

As part of its rebranding, Mint has incorporated four key brand pillars into its communications: entrepreneurial, family values, responsible, and knowledge.

Andrew Lazere, director of Mint Bridging, clarified that the re-launch and identity is a “visual expression” of what they do and mean for their brokers and clients. “Mint’s brand pillars are the reason why we have experienced huge success in the last few years. I am delighted with the team Mint’s build and the product offering we have brought to market,” he said.

“This rebranding and repositioning takes us to the next level in our business development. We now have four key areas that we work in; bridging finance, refurbishment loans, second-charge loans and development finance. Until recently, we were really known for our bridging loan proposition, but we are equally as strong funding new build developments and heavy refurbishments.”

Paul Wertheim, operations director of Mint Bridging, added that they have the necessary components in place to make this the right time to move the business forward and present their new messaging and communication, now in line with Mint’s business model and current growth plans.

“We looked at our current and visionary business model and agreed that we required a new set of understanding to physically demonstrate these attributes,” he said. “We think ‘handcrafted loans’ perfectly sums this up.”