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.

£30m Target 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.

Getting grains into new recipes and onto new plates.

What next?

Let's create something
amazing together!

Lets talk