A disruptive street food concept
Fashion’s done it, shopping centres have done it, now it’s garden centres’ turn. Street food, that is. With an ambition to get a whole new younger demographic flocking to Dobbies, we were asked to bring the vision for a new street food concept to life by creating an entire new brand. The brief? Make it bold, disruptive, millennial and Instagram-able.
Our name, ‘The Garden Hatch’, reflects the horticultural environment and the hatch on the van, while the look and feel is bright, arresting and contemporary, with big, bold typography and a neon sign and living wall taking centre-stage next to the van itself.
The tone of voice throughout is lively and fun, raising a smile here and there in unexpected places, helping to make the whole thing instantly shareable. As street food goes, this one hits the spot.
The new concept launched at the Melville store, in the orangery right at the back of the store. The idea being it’s a secret, just waiting to be discovered. Unexpected and exciting is the name of the game.
As street food goes, we think this one hits the spot. Now all that remains is to try those tacos…
“Whippet have helped us flesh out a creative idea into a brand from a standing start, not only helping us identify designs, names and tone of voice but also the background research into the offering as a whole. All of this has been done with an incredibly welcoming and engaging team, and a real buzz. It’s a first for this sector to see such creative, disruptive innovations and one that I am certain will be a huge success. Thanks guys!”
Paul Spencer
Hospitality Director