PROJECT OVERVIEW
Cook & Butler had built a loyal following on the high street and were ready to expand their business online. What they didn’t yet have was a clear brand strategy to support that growth.
They needed to translate their much-loved in-store experience into a confident, authentic digital brand without losing the values and personality that made them special.
I worked with the founder to define Cook & Butler’s brand foundations; purpose, positioning and personality and create a brand book that could guide their website, messaging and online presence.
INDUSTRY
Retail, E-Commerce
SECTOR
Sustainable homegoods.
CLIENT
Cook & Butler
Cook & Butler’s physical store embodied everything the brand stood for: sustainability, craftsmanship and a slower, more considered way of living. The challenge was bringing that feeling online in a way that felt genuine.
Specifically, the brand needed to:
Clearly articulate what made Cook & Butler different in a crowded sustainable homeware market
Translate a tactile, in-store experience into a digital environment
Create messaging that reflected the founder’s values and slow-living philosophy
Build an online presence that could confidently drive sales.
The Challenge at hand
Defining the brand foundations
The project began by working closely with Adam, the founder, to uncover the values underpinning every decision at Cook & Butler.
Through collaborative sessions, we identified three core values that now sit at the heart of the brand. These values became the filter for every brand decision, from messaging and photography to how Cook & Butler shows up online.
Digging up Purpose
Cook & Butler exists to enrich homes with lasting, sustainable home goods that create sanctuaries of serenity: A home gathered over time.
This purpose reflected a deep understanding of the customer: people seeking calm, meaningful spaces filled with objects that are not only beautiful, but responsibly made and built to last.
Clarifying this purpose gave the brand a clear anchor ensuring future decisions stayed aligned with what truly mattered.
Cultivating Positioning
Once we established the driving force behind the Cook & Butler brand, I carried out market and competitor analysis to understand customer expectations, gaps in the market and where Cook & Butler could stand apart.
From this, we defined a clear positioning that highlighted:
The brand’s unwavering commitment to sustainability
Its appreciation for craftsmanship and heritage
A slower, more considered approach to consumption
This positioning now underpins all brand messaging and guides how Cook & Butler differentiates itself online.
“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.”
Scrubbing Up Personality
One of the trickiest parts of the project was translating a brand that lived and breathed in-store into words and visuals online.
Together, we defined a brand personality that feels:
Earnest and inviting
Warm and humble
Honest rather than polished
Imperfection was embraced as part of the beauty, a philosophy summed up perfectly by the phrase:
“We’re wonky, muddy carrots.”
This personality now informs tone of voice, photography direction and how the brand shows up across touchpoints..
The Results
Before…
❌ Unclear brand narrative and differentiation
❌ Lack of confidence translating the in-store experience online
❌ Website and messaging that didn’t fully reflect the brand’s values
❌ Uncertainty around how to show up authentically on social media.
After...
✔️A clear strategic direction for online growth
✔️Consistent brand messaging and visual direction
✔️ Photography that brings the brand’s essence to life
✔️ A website the founder feels confident driving sales through
✔️ Clear guidance for authentic, values-led online communication
Reflections
This project was about giving the founder clarity, confidence and a framework they could use long after the project ended.
With clear brand foundations in place, Cook & Butler now has the tools to grow online while staying true to what made the brand special in the first place.
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.
