Clear Defendable Territory

Dogs Trust

How can a brand bring joy to both people and dogs?

Arthur D. Little

Arthur D. Little

Making a creative leap for consulting

Full Time

How do you create a campaign brand that’s packed full of fun and purpose in equal measure?

B&Q

Renovation and extension

Putting nature and business in balance

Scott Dunn

How do you show the value in a luxury travel brand when the whole world is already within reach?

GoFit

How do you create a high energy fitness brand while keeping costs down?

Ayres

How can a new product brand become a British icon?

Menzies Distribution

Menzies Distribution

Delivering dynamism

Naelofar

The fashion brand that's empowering women every day

Celebrity Fitness

Celebrity Fitness

What happens when former rivals join the same team?

Ueshima Coffee Company

Ueshima Coffee Company

The Pursuit of Perfection

Tom Kerridge

We turned celebrity chef Tom Kerridge
into a household brand name

Brand Identity
| Brand Positioning
| Strategy
| Tone of voice

Tom Kerridge

Tom Kerridge

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

Tom Kerridge

Tom Kerridge

Tom Kerridge

Tom Kerridge

Tom Kerridge

Tom Kerridge

Tom Kerridge

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.”

Tom Kerridge

Tom Kerridge