Merchant Gourmet

A five-year brand strategy for revenue growth.

Driving online community engagement, boosting product appeal, and growing sales beyond £30m.
  • Brand Identity
  • Brand Strategy
  • Pop-up Design & Build
  • POS
  • Product Packaging


Merchant Gourmet makes plant-based food fun. They needed a five-year brand strategy to broaden their consumer base and increase the purchase frequency of their pulses, grains, and chestnut products. With a revenue target of over £30m, our strategy included developing captivating packaging for their new range of flavoured grains to entice health-conscious customers and promote the message that plant-based doesn’t mean boring or flavourless.

Amazing work with amazing results.
£30mTarget for
revenue growth
1700%Increase in
Online community

Taking pulses and
grains to the masses

The epicentre to the campaign was Grain & Graze, a unique five-storey experience in foodie-friendly Islington. It featured a pop-up restaurant serving lunch, brunch and dinner along with a brand immersion room to inspire consumers, retailers and the press. It was complimented by compelling package design with messaging that resonated with their audience and a targeted social media campaign which grew their online community from 2000 to 36,000 in 14 months.
What next?

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