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Rebranding a leading grab-and-go food brand

Project type

Brand Strategy

Client sector

Grab & Go Food

Abokado is a multi-site brand with more than 20 stores across London. Created in the early 2000's with the ambition of bringing healthier food options to lunchtimes in London the business had grown to a substantial footprint but needed to professionalise it's brand image and footing for the next stage of growth.

We worked with the executive team and a design partner in researching the market and supporting the creation of a new visual identity and brand DNA for Abokado. This was rolled out to all packaging, marketing materials and a test store, with a long term strategy for estate wide roll out.

Our work continued with Abokado, supporting them with multiple further projects around daypart growth and innovation strategy.

What the client said;

"James has worked with me on a number of projects including a brand refresh, identifying growth opportunities in breakfast and consumer testing of a new brand. I like his straight-talking style and that he feels comfortable challenging us. Think Hospitality's processes and methodologies are also robust. James is clearly very experienced in his field and we feel in safe hands when he’s helping to guide strategy."

- Mark Lilley, Chief Executive, Abokado


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