Dobbies:
Street food brand naming and identity

Skills:
Creative strategy
Brand positioning
Brand identity
Naming
Tone of voice creation
Copywriting of all comms

Fashion’s done it. Shopping centres have done it. Now it’s the turn of the garden centre. Street food that is! With an ambition to get a whole new demographic flocking to garden centre Dobbies, I worked on a brand new street food concept which launched in Scotland. The brief? Make it bold, disruptive, millennial and totally instagrammable.

I created the name, The Garden Hatch, to reflect the horticultural environment and the hatch on the van itself, and a tone of voice that raises a smile in unexpected places for instant share-ability.

This project was completed while at Whippet.