Studio Spinach
Stories, collaborations, and the work we love – A behind-the-scenes look at Spinach’s latest projects, partnerships, and insights from inside the studio.
What the Rebranding Process Actually Requires
Rebranding is not a creative exercise. It is a business investment with a creative dimension. Done in the right sequence, with the right commitment at each phase, it produces brands that earn pricing power, create real distinction, and compound in value over time.
What London Wine Fair 2026 Revealed About Wine’s Identity Crisis
Wine has become highly skilled at building mechanisms and far less skilled at building emotional meaning. From labour standards and English wine to the no-and-low boom, an industry full of frameworks, categories and technical solutions still struggles to articulate why any of it should matter to the consumer.
On the Limits of Scale in Challenger Brand Strategy
Challenger is a mindset, not a size — or so the theory goes. In truth every challenger works inside a narrow corridor: below it the challenge can't be heard, above it it won't be believed. Here's how to find yours before you hit the wall.
Branding for the Luxury Brand Mindset Means Finding, Protecting and Living Your Signals
Brands with a luxury mindset think and act like custodians of meaning. They use heritage, scarcity, storytelling and distinctive assets to create desire, loyalty and long-term value.
Beyond the Aesthetic: What Actually Makes Wellness Brands Work
The wellness category has learned to look authentic without being so. Here's what actually separates brands that earn loyalty from those that just photograph well.
The Most Wasted Asset in Wine: Why Label Design Is a Billion-Pound Missed Opportunity
The wine label is the industry's most powerful commercial asset, and its most wasted. While premium producers follow century-old codes that make them indistinguishable, brands like 19 Crimes have built hundreds of millions by breaking every rule. The problem isn't design quality. It's five words: “We would never do that”.
How Distinctive Assets and Memory Structures Drive Brand Choice
We explore how drinks brands use distinctive assets to build lasting memory structures — the cues that keep them front of mind and make choosing them feel almost effortless. From Aperol’s orange to Veuve Clicquot’s yellow label, the pop of a champagne cork to the ritual of a lemon zest in a Martini, these signals become shortcuts in the split-second decisions of drinking culture.
The Weight of the Door Handle: Why brand strategy and investment compounds, and how to measure what matters
Most brand measurement tracks the wrong things entirely. Brand ROI is real. The question is whether you're willing to invest on the timescales that allow it to compound.
Champagne’s Occasion Trap: Has Champagne Boxed Itself Into Celebration
The most successful positioning in beverage history has become a ceiling. Champagne's own customers are leading the rebellion.
Finding and Defining Brand DNA That Builds Lasting Value
How the world’s most successful luxury and lifestyle brands uncover, articulate and embed their DNA – the origin, values, personality and codes that keep them distinctive and desirable over decades.
Why Charging for Bread is a Missed Opportunity
Charge for bread and you may balance the books, but you bankrupt the brand. Bread is never just bread; it is hospitality’s opening act, the cue that says you belong. Strip it away and you turn generosity into accountancy, loyalty into indifference.
Wimpy: From Forgotten Icon to Future Phenomenon
Before McDonald's conquered Britain, Wimpy ruled the high street. Though overshadowed by global chains, those iconic red booths remain etched in collective memory. This "What If — Brands Reimagined" exploration reveals why Wimpy's comeback time has arrived: a perfect storm of deep-rooted nostalgia, Gen-Z's appetite for authentic heritage brands, and cost-conscious consumers seeking value. We map out the blueprint — from visual identity to menu innovation to strategic positioning — for transforming this dormant British original into tomorrow's breakout success story.
How Spinach Branding Shaped Barking Riverside’s Identity Through Placemaking and Community
Spinach Branding worked with Barking Riverside London to shape Barking Riverside’s identity around a bold placemaking proposition: “a place to be, become and belong.” The brand continues to inform every touchpoint, culminating in the latest campaign, “Think differently. Live differently.” as a call to embrace a new way of living.
Sacred Spirits on Crafting a Brand Book and Website As Distinctive As Their Gin
Highgate’s boutique distillery, Sacred Spirits, has built a cult following for its handcrafted gins. We spoke with founders Ian Hart and Hilary Whitney about working with Spinach Branding to create a brand book and digital presence that capture the spirit’s unique character — and the value of investing in thoughtful storytelling.
Mirror Margarita: A Surrealist Twist on a Classic Cocktail
Hacha Bar’s Mirror Margarita reimagines the classic cocktail with a crystal-clear appearance that belies its complex flavour profile. Inspired by surrealist art, Spinach Branding crafted a visual identity and digital presence that mirror the drink’s unexpected clarity and depth, turning a familiar favourite into a modern, memorable experience.
How to Choose a Branding Agency That Gets You
Choosing the right branding agency is about more than portfolios and price points. It’s about finding a team that understands your vision, challenges your assumptions, and brings fresh perspective to the table. This guide offers practical advice on what to look for — and what to avoid — when selecting a creative partner to help shape your brand’s future.
Beyond the Sign: How Brand Signage Shapes Experience
Signage isn't just about wayfinding — it's a physical expression of your brand's identity. From material choices to typography, every detail contributes to the customer's perception. But can thoughtful signage design enhance brand presence and create meaningful connections in physical spaces?
How to Craft a Distinctive, Enduring Brand Name
A name can make or break a brand. It needs to be distinctive, meaningful, and legally sound — all while resonating with the right audience. Spinach Branding shares how they approach the naming process with equal parts creativity and strategy to ensure the result is more than just a label — it’s a lasting asset.
Campari’s Artistic Heritage Reimagines East London with Spinach Branding
Spinach helped Campari translate its rich artistic heritage into a contemporary brand experience by transforming East London into an open-air gallery. In partnership with the Affordable Art Fair, the Art Without Walls campaign replaced billboards with 500 works by independent artists, each available via QR code — reinforcing Campari’s identity as a patron of creativity while reimagining public space as a platform for culture.
Inside the Making of Ichibuns: Building a Bold New Restaurant Brand
Ichibuns isn’t your typical fast-casual restaurant. Conceived by Robin Leigh, the concept blends Japanese pop culture, Shōwa-era nostalgia, and American diner aesthetics into a vibrant dining experience in the heart of Soho. Spinach Branding collaborated closely with the founders to develop a brand identity that mirrors this eclectic fusion — from the playful name to the immersive visual language.
Berkeley Group Embraces Digital to Streamline Brand Management
Berkeley Group partnered with Spinach Branding to modernise its brand management approach. By implementing a digital brand hub, they achieved greater consistency and efficiency across their communications, ensuring that all stakeholders have access to up-to-date brand assets and guidelines.
Spinach Branding Reimagines Japanese Dining with Ichibuns’ Vibrant Identity
Spinach Branding has developed a distinctive identity for Ichibuns, a Japanese-inspired restaurant in Soho. Drawing on Hokkaido's culinary traditions, Shōwa-era pop art, and kawaii culture, the layered and adaptable brand captures the eclectic essence of Japan, positioning Ichibuns as a standout on London’s dining scene.
Spinach Branding Crafts a Narrative-Driven Campaign for Knight Frank
Spinach Branding has developed a new campaign identity for international property consultant Knight Frank, focusing on storytelling to convey the firm's expertise in the property market. The campaign emphasises clarity and engagement, aiming to resonate with clients through compelling narratives that reflect Knight Frank's commitment to excellence in real estate services.
A Fresh Rise: Spinach Rethinks Paul Rhodes Bakery for a New Era
Paul Rhodes Bakery has revealed a thoughtful new identity by Spinach Branding, centred on the idea of ‘The Art of Baking’. The rebrand moves away from rustic clichés in favour of a clean, contemporary aesthetic that reflects the bakery’s evolution from a Greenwich storefront to a major supplier for London’s top restaurants and hotels. The project includes revised tone of voice, packaging, and fleet livery — all designed to elevate the brand while remaining rooted in craft.
Spinach Branding’s Adam Thomas on Shaping Unilode as an Aviation Leader
Creative director Adam Thomas discusses the transformation of Unilode's brand identity. He shares insights into the strategic and creative decisions that shaped the new branding, highlighting the importance of aligning design with the company's vision and values.
