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Tender Greens

Discipline

Brand Innovation

"Bulldog helped us think through and examine our super powers. 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

BRAND DEFINED, EXECUTED TO PERFECTION, WITH LIGHT SEASONING
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—so 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 and differentiate their brand as they continued to expand their business, so they asked Bulldog for help.

Result

We got to know the Tender Greens team intimately and understand what makes them tick and what drives them to do what they do every day. It’s not only the highest-quality food at everyday prices that makes them different, but the actual chefs who are the heart and soul of their brand. So when you walk into Tender Greens, you’re not walking into a restaurant, you’re walking into their kitchens—and that’s why we chose to call it a Chef’s Kitchen. With this concept in place, we built out the brand platform, including voice and messaging, to work in tandem with their refreshed identity and guest experience. And, working closely with our partners at Envoy, a new digital experience was built. Tender Greens rolled out the new brand work at the end of 2017 with great success.

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Lotus Foods Ramen Noodle Cups
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