Michelin-star chef Tom Kerridge reveals new brand identity with help from The Clearing
Tom Kerridge, a two Michelin-starred pub chef, turned to brand consultancy The Clearing to generate a new brand strategy, visual and verbal identity for his retail range.
The brief was to build a brand that encapsulated his character and style and allowed him to capitalise on the market opportunity to create a range of products that he’d be proud to put his name to. The result tells an authentic story around the unique manufacturers and products that Tom had personally selected, built around a simple promise that reflects the very nature of Tom’s cooking – turning the ordinary into the extraordinary.
Tom Kerridge commented on the launch: “I didn’t want my name to just be put onto a product to help sell it because it’s got the endorsement of a chef. I want it to actually be a part of making a brand, not being a name that sticks on a brand. I hope that the Tom Kerridge range stands for artisan, Britishness, robust, solid."
Richard Buchanan, managing director and founder of The Clearing, said of the project: “Plying his trade in the world’s only two Michelin-starred pub, Tom has a reputation for gastronomic excellence, combining a down-to-earth personality with a unique approach to make great food accessible to all. It was critical that anything we created reflected his true character – it’s what makes him different and it’s the reason why people love him.”
The brand is launching on Friday 18 November on kitchenware products in Fenwick Newcastle, and can be seen on knives, pans, ceramics, enamel, wood and textiles. A video, in which Tom comments on his product range, can be viewed here.
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