LIME (BOLTON) LTD

LIME (BOLTON) LTD sounds like a small local trading company, and that is about as far as the public shape of it goes. By our assessment, it gives off the look of a narrow business built for one place rather than a broad brand, which is often how ordinary private firms read when there is little else to go on. The downside is that the name alone does not tell a customer what it sells, so it leaves a lot of daylight between the sign and the work. In practice that means there is nothing to react to except the corporate shell, and that is thin ground for judgment. It sits in the large middle ground of UK limited companies, where the real story depends on what the firm actually does off the page.