Planty

I led the strategic overhaul of Planty’s identity, values, and market positioning as CMO, defining a content-led approach that aligned the brand more closely with customer needs and drove long-term growth.

Planty needed to clarify its identity and value proposition to stand out in a crowded market, while ensuring its communications resonated across multiple channels. The brand required a coherent strategy to build trust, loyalty, and engagement with its audience.

Customers respond to brands that feel authentic, consistent, and culturally relevant. By giving Planty a clear identity and tone, the brand could forge meaningful connections. In partnership with creative agency Uncommon, we executed a full rebrand, redefining Planty’s identity, values, and positioning. Through a finely crafted design system with vibrant colour pairings and a bold, spikier attitude, we positioned Planty as the antidote to bland, uninspired food.

I also developed an end-to-end content strategy, including a clear channel framework and creative toolkit, and produced newsletters and social content to test, learn, and evolve messaging in real time. This approach allowed the brand to experiment with tone, format, and content while maintaining a consistent, authentic voice.

The rebrand and content strategy strengthened Planty’s market positioning, improved alignment with customer needs, and provided a flexible framework for ongoing growth. By combining strategic vision with hands-on execution, Planty engaged its audience more effectively, built trust, and laid the foundation for its current long-term success.