To work with new private equity owners, Bridges Ventures, and existing Vegetarian Express board to help evolve their specialist plant-based food service business into a foodie brand with mainstream appeal to chefs and customers.
Robust insight by Brand Potential into the needs of chefs, procurement and private equity investors coupled with identifying existing brand strengths, led to the development of an unapologetic mission to make the brand a champion of plant-based eating. By providing ideas and inspiration, as well as ingredients. Brand Potential then defined and embedded this mission through a new brand story and identity.
“Brand Potential helped us with a rigorous process and challenged us to examine all aspects of our business as part of defining our brand. Our mission is now visible around our business and is measured through our key business metrics.” Tim Kelly, Chairman, Vegetarian Express.