innovation, brand, digital, & content services for food & drink businesses

About

I’ve delivered a plateful of innovation, brand, digital and content (and more) 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 and cooked in some outstanding Michelin Star kitchens.

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 I look forward to joining you there.

  • Food & drink specialist expertise
  • Extensive category experience
  • MBA (Innovation Management)
  • Blue-chip marketing background
  • Certified digital marketer
  • Trained chef & in plant-based
  • Qualified in wines & spirits
  • Green roots

Sustainability

For food & drink businesses with ambitions around sustainability, I have green roots to help you grow healthy green shoots. I studied Environmental Science at university in the wilds of west Wales, which included modules in agriculture, animal behaviour, botany, biochemistry, biogeography, geography, conservation, climate, ecology, marine biology, microbiology, and zoology.

My dissertation was one of the earliest on-farm analyses of spray and fertiliser drift into hedgerows and woodlands in the context of wildlife conservation. In my gap year, I published research into the effects of herbicides on seedling red clover growth.

🌿 For plant-based

For food & drink businesses with ambitions in plant-based, I have a partnership with plant pioneer and influencer, Niki Webster @rebelrecipes. Niki has a social following of over 500K and has worked with some of the biggest and brightest industry businesses.

Collaboratively, we offer the services below, plus Niki offers platform promotions to amplify your message on her website and social channels. Or, she can represent your business live and in-person, which might include workshops, demos or presenting.

Find out more about Niki and her work with plant-based businesses here.

Menu

Working together

Projects

If your business has one-off or occasional project-based requirements for specific deliverables against a brief.

Contract

If your business needs a fresh face with high-level expertise to deliver value consistently month-on-month.

Expertise

How can I help you?

Search Trends & Questions

Richard Reeves Search Trends Vegan Image

The search term ‘vegan’ is the head term for this category...

Richard Reeves Search Trends Keto Image

Topical diet-related terms generally show many search terms...

Richard Reeves Search Trends Kimchi Image

A product that is making its way towards the mainstream, so, as expected...

Case studies

Rebel Recipes

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.

  • SEO R&D
  • Rebranding
  • Website rebuild
  • Content planning & co-creation
  • Growth strategy
Before After
Richard Reeves Biz Website Rebel Recipes Image 10a

Niki Webster @rebelrecipes said...

Working with Rich is fab, you should try it! For a digital-first business, he has a rather handy blend of strategy, creativity, tech and build. You’ll feel the benefit of his enormous expertise and knowledge. And, he’ll very likely transform your business.

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.

  • Fast-track, cross-category packaging re-design

Fortnums said...

Richard and his team showed us an excellent understanding of our brand, together with some highly creative and well-executed design.

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.

  • Stockist-linked commerce site
  • Application of existing branding
  • Copywriting
  • Imagery and video co-creation/optimisation
  • Third-party app integrations
Before After

Vishal Sodha at DRGN said...

Rich has been a pleasure to deal with. He goes that extra mile to deliver ideas and solutions, and his attention to detail is extraordinary. I’m delighted with the end-result and we have a great digital platform to support DRGN’s growth.

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.

  • Product range development
  • Product range sourcing
  • Brand identity
  • Packaging design
  • Structural packaging

Chef Marc Fosh said...

Richard’s broad involvement in our business resulted in an excellent range of FOSH products with bold and stylish branding that jumps out as you walk through the store.

GOODMINZ

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.

  • Product range innovation
  • Brand identity
  • Website & digital platforms
  • Visual & verbal content
  • Manufacturer & distribution arrangements
  • Retailer sell in & pitches
  • All start-up activities
Richard Reeves Biz Website GOODMINZ Image 01

One of my influencers said...

I’ve created a series of GOODMINZ recipes pimped with herbs, spices, seeds, fruits and other ingredients. Being able to take the flavours in any direction is amazing. GOODMINZ is so clever and delicious.

Innovation projects

  • Product & competitive analyses & insights
  • Trend, ingredients & methods insights
  • Product & range strategy
  • Product & range ideation
  • Product & range concept development

FareShare

FareShare is the national charity that redistributes surplus food across the UK to charities and community groups that turn it into meals for vulnerable people.

FareShare wanted to modernise their identity to build on their existing image and communicate the caring contribution the organisation makes to people in need.

My team and I progressed through a staged identity project from stakeholder research, through identity creation, and application across media.

FareShare’s identity is much-loved, and has stood the test of time. You may see it driving along a street near you. It still makes me smile when I do!

  • Stakeholder research
  • Corporate identity design
  • Application across media

The Marketing Director at FareShare said...

Richard knows how to get to the heart of a brand brilliantly. He and his team enlivened our plans for the organisation and the new identity has received powerful positive reactions from all who have seen it.

Oli's Nectarous

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.

  • Brand identity & naming
  • Packaging design
  • Website

Founder, Oliver Farmiloe said...

We love our new brand identity! Richard created vibrant new packaging design around the new brand name. He has a great understanding of the industry and has been flexible throughout as our situation changed; I would recommend him to any start-up food brand.

Claire's Handmade

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.

  • Rebranding
  • Packaging design
  • Website

Claire Kent, business owner said...

Richard guided us expertly through our rebranding. We now have fantastic jars and new website, renewed confidence in our brand and a significant sales uplift – one customer went from a few hundred to 25,000 in one order!

Other

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…

Category experience: 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.

Route

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.

  • Corporate identity design
  • Marketing materials

Route Research said...

Excellent work; this encapsulates exactly what Route does in a contemporary way, and will really help us grow our communications around a powerful visual theme.

Contact

It would be a pleasure to discuss what’s on your menu, and how I can help you cook up something super-tasty.