SHARE teamed up with Martyn, the Lagom Chef, to turn his passion into a sustainable, punk-forward, meal plan brand.
Finding the Chef
We helped Martyn craft the Lagom Chef as part of our Locally Grown initiative to help local small businesses during the pandemic. First being introduced to us as LagomFit, Martyn was bursting with ideas, seeking brand refinement and direction. After workshopping and getting under the skin of Martyn’s aspirations, the first objective was to tailor the brand to a core strength and service. With food-waste and the stiff upper lip of the industry being the heart of every conversation, the journey started with letting go of LagomFit and conceiving the Lagom Chef.
Channelling the Unique
Once the name decision was made, the rest of brand and social planning quickly began falling into place. With the goal of taking an industry off a pedestal and democratising waste-conscious eating, we decided the brand had to be a journey and a friend rather than a preacher or a destination; it was all about better not perfect. SHARE identified key themes populating social food-waste conversation that the brand could quickly disturb through its unique spin on everything it tackled. We could then map out the food-waste sector, which led us to a huge competitive white space in accessible, health-forward propositions; reaffirming our democratic hypothesis and making it a no-brainer for brand positioning.