We turned celebrity chef Tom Kerridge
into a household brand name
| Brand Positioning
| Tone of voice
Build a brand that reflects British heritage and Michelin-star quality
Tom Kerridge came to The Clearing with a clear challenge – to build a brand that encapsulated his philosophy and style, capturing the two sides of his personality: double Michelin-starred chef, and British cook born and raised in the West Country.
To stand out on the shelf, the brand had to look and sound different. Rather than mimicking Tom’s voice, we distilled his cooking philosophy into the brand’s tone of voice, adding layer upon layer of storytelling to each product. The same applied to his product naming strategy, each built on stories and grounded in British heritage. Just as every ingredient and technique is painstakingly crafted in Tom’s cooking, so too is every word in the brand’s tone of voice.
To emphasise Tom’s impact on the brand we created a mark that appears across all of his food and homeware range, acting as a visual property to assure consumers they’re getting the real deal. The mark is refined and warm, reflecting his Michelin-star quality and proud British heritage – it’s a visual property assuring consumers they’re getting the real deal: solid, reliable and unmistakably British. The brand work has been integral in signing up retail partners and developing the product strategy, packaging and marketing.
Tom Kerridge had a clear point of view:
“I want my name to be part of making a brand, not a name that sticks on a brand to sell it just because it’s got the endorsement of a chef. I hope that the Tom Kerridge range stands for artisan, Britishness, robust, solid.”