Tom Kerridge

When chef-of-the-people Tom Kerridge approaches you to create a brand for a high-end range of food and culinary products, there's little you can do but smile.

That's because, like the man himself, the brand had to represent everything that Tom stood for – whether that's his pub landlord persona or Michelin-star abilities. So, I mixed both of these ingredients to develop a tone of voice and set of names that were as full of personality as precision. Creating a brand that makes the ordinary, extraordinary.

Agency / The Clearing  
Year / 2015 
Team / @samjwall

We adopt a tone of voice to make a brand feel as distinctive as possible. Capturing the philosophy of Tom, we need a tone that addresses his West-Country roots and his Michelin-star status – and the personality that flows between the two. To do this we have three values – solid, generous, extraordinary – that combined correctly, create the perfect blend between trusted cook and world-class chef.

Tom Kerridge's tone of voice

Finding the right patterns with these values is important in capturing the best tone for each communication. Like the flavours of any satisfying meal, our three values should work together to create a well-balanced result. If they don’t, the dish is ruined.

Striking the right tone

Britain was built on the kind of industry and craftsmanship that runs through the Blenheim Blade. Heated in a unique charcoal and coke forge under the railway arches of Peckham, the knife is the perfect balance of sharpness and flexibility. Making sure that each slice of the blue-steel blade is as true as the country it's made in.

The Landlord's Block accompanying note

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