Business challenge
Leith’s was created in 1962 by Prue Leith, and operates as a hospitality partner to some of the UK’s most historic venues. The brand needed a refresh to continue to build strong, enduring emotional connections with their partners and customers, and differentiate them from their competitors.

Research showed that Prue Leith was still well known by the public and is associated with traditional, honest, British food.

The idea
Establish Leith’s as a modern British Classic and dial up the equity of Prue Leith herself by creating a signature style brand. This unifies every part of the Leith’s business and runs through the products and services, but also the business practices, ethics, philosophy and culture.

2015 Compass Group Brand identity, Brand positioning, Strategy