Made In Oldstead

The Challenge:

Made In Oldstead was a brand-new venture built to bring fine-dining style food into people’s homes. The challenge was to build a brand from scratch that felt premium yet personal, rooted in the group’s hospitality values but designed for a very different kind of customer journey. The brand needed a clear sense of purpose, language, and creative identity that could guide everything from packaging copy to press launches, while balancing founder vision with customer clarity.

My Approach:

I worked as an embedded consultant across brand and creative bridging the gap between the founding team and the Creative Director. I helped to develop the brand’s foundational framework, including its purpose, values, tone of voice, and storytelling pillars. I translated business goals into clear, creative direction shaping messaging that would work across product, content, and design. I also advised on naming, copy style, and brand voice, ensuring early-stage decisions aligned with long-term brand ambitions.

The Outcome:

Made In Oldstead launched with a clear, confident identity that felt consistent across packaging, digital, and customer experience. The brand’s foundational messaging continues to guide all communications and creative, from seasonal campaigns to social storytelling. It remains one of the leading and authentic chef-led delivery brands in the UK food space. I continue to consult regular on the brand’s growth into other elements and spaces including consulting, events and hampers.