Focus: Brand Strategy & Raising Investment  

Farley Macallan was a startup in the restaurant and bar industry, founded by Luke Ramsden. Launched in 2016, Farley Macallan focussed on the concept of 'reinventing the local' for the modern millennial consumer. Founder Luke's background in private member clubs guided him to create an experience that was friendly and welcoming, with top notch food and drink. At the point we began working together, Farley Macallan was receiving critical acclaim for their food, but the concept was struggling to land with the target market, and turn a profit. 

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I was brought on board to review the brand concept and help Luke to carve a niche for the brand that was enticing for investors, culminating in a £450K 'Crowdcube' funding campaign.  After a deep-dive review into the relevant cultural trends, I provided strategic guidance around the brand aspects to enhance, and others to discard, with a focus on how he develop his community, resulting in a Crowdcube campaign that felt exciting and ground-breaking, tying together the best of the existing brand in a more consistent, enticing way.

 

However, shortly before the Crowdcube funding campaign closed - almost fully funded - an opportunity came up with a particular investor who wanted Luke's skillset and expertise to develop a separate concept in 2019 related to the ideas we had developed for Farley Macallan. As a result, Luke chose to close the Crowdcube campaign and work directly with this investor, who provided all the capital Luke required to relaunch - a huge win for all involved. I am excited to see the next incarnation launch, later in 2019.

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