Case Study
PROJECT OVERVIEW
-
I developed the purpose, positioning and personality to allow the founder to take the business forward online and beyond.
-
We created a tone of voice that reflected the essence of the Cook & Butler brand and felt authentic to its founder.
-
To support the re-launch of the Cook & Butler website, I supported the team in articulating how the brand comes to life - from showing up on social media to the key messages on site.
INDUSTRY
Retail, E-Commerce
SECTOR
Sustainable homegoods.
CLIENT
Cook & Butler
After achieving great success on the high street, Cook & Butler were looking to expand online.
The challenge was to develop a strategy that would highlight their unique unwavering commitment to sustainability and also effectively translate their much-admired in-store experience to the digital realm authentically.
The Challenge
To craft a unique brand strategy that offers absolute clarity, propelling the brand forward and establishing an online presence that genuinely reflects its values.
To develop a robust positioning and messaging strategy that accurately represents Cook & Butler’s dedication to beautiful, sustainable homeware and embodies the founder's slow-living lifestyle.
To generate sales from their website rebrand.
The Goal
“Jenni's support has far exceeded our expectations, providing valuable feedback and additional resources that have continued to guide us in our rebrand. Her genuine enthusiasm for our success and willingness to go the extra mile truly sets her apart.”
Bringing the in-store experience online
Adam, the Cook & Butler founder, set up shop in 2021 guided by a pandemic-born epiphany. Blending his career experience in set design and prop decoration and antique dealing, Adam channeled his expertise to nurture a store that marries beauty, sustainability and authenticity.
My job in this project was to help Adam bring his passion for sustainability and his rich experience to the online world in a way that felt natural. I was there to give him the tools and confidence he needed to make this leap with a clear vision of how to do it.
Unearthing Values
Authenticity | Sustainability | Beauty
Starting the process with the founder, Adam, was a crucial initial step, as it involved uncovering the fundamental values that guide every business decision at Cook & Butler.
These values are deeply rooted in a profound respect for the environment, an appreciation for expert craftsmanship, and a steadfast dedication to authenticity. The beauty of Cook & Butler's products is a direct reflection of this integrity, each item resonating with the narratives of skilled artisans and a treasured heritage.
Digging up Purpose
Cook & Butler exists to enrich homes with lasting, sustainable home goods that create sanctuaries of serenity.
A brand's purpose is often just beneath the surface waiting to be discovered. It only needs a bit of nurturing to reveal it in its best light. Adam understood his customers' desires for a home that serves as a tranquil refuge from their hectic lives — a space where they feel at ease, surrounded by items that are not just visually appealing but also meaningful and sustainable. Pieces that align with their values, offering them a sense of fulfilment and pride in their curation.
Cultivating Positioning
Once we established the driving force behind the Cook & Butler brand, the next step was to immerse myself in understanding the customer's perspective — their wants and needs, and how Cook & Butler meets them as well as understanding what competitors were doing in this space.
I then developed Cook & Butler’s market positioning to identify what truly sets them apart and pinpoint the unique aspects that distinguish them and how they bring this to life.
Scrubbing Up Personality
What’s the brand’s voice and look when you’re used to ‘being’ the brand in-store? When the brand is a part of you, it can be particularly tricky to work out how to translate it into messaging and visuals alone. We needed to get crystal clear on the characteristics that make Cook & Butler what it is and how it can be articulated in messaging and photography across the brand’s touch points.
Cook & Butler is earnest and inviting, blending warmth, and humility. Its communication is a bridge, inviting us to join in crafting a world where every choice nurtures nature’s soul.
And authenticity is key. We’re not aiming for perfection. In fact, we embrace imperfections as part of the beauty.
Think wonky, muddy carrots.
“We’re wonky, muddy carrots”
Raking in results
❌ Doubting ethos of the brand.
❌ Lack of clarity on what makes the brand different.
❌ Unclear on the brand narrative and how to translate in store experience online.
❌ Unsure of how to authentically show up on social media.
❌ A website that doesn’t reflect the brand.
Before
✔️ A strategic direction that provides clarity on how to take the brand forward online.
✔️ A consistent look and feel that can be felt across all touch points.
✔️ Photography that brings the brand’s essence to life.
✔️ A website to feel proud of with site messaging that reflects the brand’s values and ethos and drives sales!
✔️Showing up online authentically, allowing the customers to experience the in-store feeling and get to know the people (and doggy) behind the brand.
After
Adam Game, Founder, Cook & Butler
“We had the pleasure of working with Jenni on her Fundamental Foundations package. It was exceptionally well-structured, blending theory with hands-on activities, Jenni's interactive approach fostered a collaborative atmosphere, where ideas flowed freely, and we felt empowered to contribute. Her guidance was insightful, and she provided personalised feedback that was both encouraging and constructive.
What truly set this workshop apart was Jenni's genuine investment in our success. She took the time to understand us, our values, mission, and goals, tailoring her guidance to suit our unique needs. Jenni's support has far exceeded our expectations, providing valuable feedback and additional resources that have continued to guide us in our rebrand. Her genuine enthusiasm for our success and willingness to go the extra mile truly sets her apart.”
Ready to take your brand to one of a kind status?
Let’s chat! E-mail me at hello@jennirowemacleod.com to see how I can help or book in a free chat to get started.
