Tender Greens

Challenge

When two chefs and a foodie decided to leave the high-end restaurant industry, they wanted to create an entirely new concept—one that brought the food, the exploration and the energy of their own kitchens together at prices that everyone could afford. And that’s exactly what they did. But while they were busy sourcing, creating and cooking up amazing food, they realized they needed to better define their brand to give them clear focus as they continued to expand the business and effectively communicate the Tender Greens difference to the world—and that’s when they asked Bulldog Drummond to help.

Result

Through a series of collaborative workshops, we got to know the Tender Greens team and what makes them tick—we learned what drives them to do what they do every day. It’s not only the high-quality food at everyday low prices that makes them different but also the chefs who are the heart and soul of the brand. So when people walk into a Tender Greens, they’re not just walking into a restaurant, they’re walking into the chef’s kitchen—and that’s why we call it a Chef’s Kitchen. With this idea in place, we built the supporting elements of their brand, including their brand foundation, imagery style, design elements and voice guide, and helped them identify and clarify their audience segments, creating key messaging for each.

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“Bulldog helped us think through and examine our superpowers. They were passionate, patient and collaborative, working to help us explore our differentiated qualities and how to leverage them in voice. As a partner, they helped to get us ready for our next phase of growth.”

—Erik Oberholtzer, CEO