I provide the insights, platforms, and content for growth for food & drink businesses
I’ve delivered a plateful of innovation, branding, digital and content marketing projects for food and drink businesses across most categories.
I have an MBA in Innovation Management (Imperial) and a Diploma in Digital Marketing (DMI). I’m trained as a chef (Leith’s), certified in plant-based foods (Chad Sarno/Rouxbe), qualified in wines & spirits (WSET), and in distilling (IBD).
I cut my teeth in London’s world-leading marketing and web agencies working across consumer products, retail, financial services, health, and technology with brands like General Foods, Kodak, NatWest and Microsoft.
Along the way, I ran one of the UK’s top 40 hotel/restaurants, cooked in some outstanding Michelin Star kitchens, and studied Environmental Science at university in the wilds of West Wales.
I’ve gained an exceptional understanding of food and drink; the industry, marketplace, consumers, categories, products, flavour and quality; historically, contemporary and futures to bring to your business’ table, and look forward to joining you there.
Niki Webster at Rebel Recipes is one of the world’s most influential vegan food bloggers.
She has grown a social audience of over 500,000, and featured in most industry and consumer publications, both plant-based and general titles.
The Rebel Recipes website has received nearly four million pages views over the past three years, and has a complex web of search traffic and performance.
I have rebuilt Niki’s website from the ground up including a hosting move. Based on an SEO-led content audit, we have reduced the 1,000+ recipe pages to a value-focused 300+. Ongoing, SEO will play a greater role in Niki’s recipe content calendar.
This was a highly complex digital transformation involving SEO, WordPress development, systems integrations, and significant content re/production.
I also re-designed Niki’s branding, and am helping her with aspects of growth and future value ongoing.
Visit the new Rebel Recipes website here.
Fortnum & Mason Plc
For three centuries Fortnum & Mason Plc has inspired Londoners and tourists with the world’s most fabulous foods. My brief, as part of their major store and brand refurbishment, was to create packaging designs with contemporary twists on Fortnum’s Georgian magnificence and fine food values.
I like to find a great story in products and tell it through design. So, my team and I put food-inspired Neoclassical stories at the heart of the new packaging designs.
Slice a pickled walnut in half, and you’ll find it resembles a wall pattern typical of the Etruscan style. Our fiery Chinese stem ginger was inspired by the magnificent beast that once sat on top of The House of Confucius in Kew Gardens. And so the story goes on…
For this program of work, my team was rostered alongside two world leading branding agencies – Pearlfisher and Williams Murray Hamm. We redesigned over 20 ranges across 150 SKUs in less than 18 months.
Enter the DRGN
DRGN asked me to rebuild their website for their next stage of growth. On-site commerce is reimagined with links to DRGN’s online stockists. I re-created a product/SEO-led architecture, all content, and translated the brand’s marketing materials across the new digital design.
Chef Marc Fosh
Michelin Star Chef Marc Fosh is the UK’s most exciting culinary export. I was asked to conceptualise three product ranges for the FOSH Boutique Gastronomica in Palma, Mallorca. I then developed branded products for the first range of cook’s essentials.
To create the cook’s essentials, we sourced and quality-benchmarked rices, pastas, Arbequina olive oil, aged balsamic and flor de sal.
I created an iconic contemporary identity inspired by Marc’s plating style and the shapes and colours of the products themselves.
To impart personality and communicate quality, I created the chef icon.
And, to finish, I set the designs on the white backdrop of the chef’s serving plate.
In the very early days of vegan category growth, GOODMINZ became a plant-based pioneer. I created the products, brand, and, of course, the brochure-style website, including branding, architecture, content, and on-site influencer collaboration. Presentations to Sainsbury’s and Tesco were a great success.
Oliver and his family make three plant-based, gluten-free, and naturally-sweetened dessert products.
The products are targeted at those that love the occasional healthier indulgence alongside those that follow a vegan, meat reducing or gluten-free diet. The products won two prestigious awards – hats off to Oli!
With a manufacturer in place, Oliver asked me to create the branding and packaging, and the business’ first simple SquareSpace website for crowdfunding.
Working with my illustrator, we devised the name Oli’s nectarous, giving a meaning sweet, fragrant & extremely pleasing to taste.
Building on this, and the layers of flavour in the products, we brought those to life in the brand and packaging design. The sleeves are hand-lettered and illustrated. We added the gold foil lettering and icon highlights to introduce a premium feel and to catch the eye at point-of-sale.
Claire’s Handmade make exceptional artisan preserves, largely by hand as the name suggests. After establishing a strong business with home-made label designs, I was asked to elevate the branding as a foundation for growth in a mature market with low barriers to entry.
The new branding brings creativity and handmade production to life.
The hands form the centrepiece of the logo that, on-pack, is printed in silver foil within the differentiating product-coloured pattern work.
Alongside designing the range labels and various marketing materials, I built the business’ first eCommerce website; it served its purpose very well, but has since been superseded.
I’ve delivered brand and digital launches and transformations for a plateful of food and drink businesses across the following categories: bakery, beers, condiments, cooperative community, charity, chef-led, dairy, desserts, energy bars/balls, eggs, foodservice, energy/wellness drinks, fruit and veg, fairtrade, foodservice, free-from, juices, luxury retail, plant-based, preserved, ready meals, seafood, smoked, snacks, sweeteners, tea/tisanes, vegan, wine, and world foods; B2C and B2B.
My past client list includes: Aartizen, Bakehouse (B2B), Bounce Foods (balls), Brindisa, Clarence Court, Claire’s Handmade, Country Markets, DRGN Drink, Duchy Originals, Edward Cavendish Wine Merchants, FareShare, Fortnum & Mason Plc, Happy Maki (Brighton), Michelin Star Chef Marc Fosh, Hebridean Smokehouse, McCormick-Schwartz, Natural Balance Foods (Nakd), Oli’s Nectarous, Paramount Seafoods, Patriarch Wine Merchants, Pipers Crisps, Rebel Recipes, SAIDA MIA, SugaVida, Summer Isles Foods, Tanfield Foods, The London Tea Co., Tropical Wholefoods, Twofishwives, and more…
To finish up; a non-food project for a colleague from my days at Young & Rubicam Advertising.
Route Outdoor Media Analytics offers marketers audience measurement for out-of-home advertising.
This channel is difficult to measure. Consumers are constantly on the move, and the media can be at the side of a road, inside buildings, or on/in moving vehicles.
Nodes and flows are important to the method the Route team developed to show the value of out-of-home to advertisers.
So, my team and I created a business identity around this idea, with nodes, flows, and a feeling of motion.
We then applied the identity across media and materials for the business.
What's on your Menu?
Thank you for visiting my website. It would be a pleasure to discuss what’s on your menu, and how I can help you cook up something super-tasty.