It catches me that Kexgill Ltd. and Kexcoin Ltd. are two completely separate entities.  Do you admit there is no legal repercussion for Kexgill Ltd. if your Kexcoin project fails to do what you say you will do?  What ties you into Kexgill?  In other words, you are a U.K. Limited company which only costs a few pound and an hour to incorporate.  If I send you money and you run away, is there any legal regulation under U.K. guidelines for your ICO?

Your project is not utilising blockchain technology in any form so I believe the "why ICO" is a valid point.  I'm still on the fence here so I hope it works out.     But the way these ICO's are going I think it will still work out for you.  Good luck