José Andrés Group

Celebrity Chef José Andrés leads a culinary empire that prior to my arrival was somewhat disjointed. There were a number of different corporate entities whose connective tissue was José Andrés, however each maintained a level of individuality and did not benefit from the José Andrés brand. Integrating the various corporate entities via a master brand strategy meditated that we take a step back and embark on the corporate rebrand from Think Food Group to the José Andrés Group.

 

Old Brand

Old branding where José Andrés name was almost secondary and rarely used in any branded messaging

New Brand

New branding where the José Andrés brand is front and center.

BACKGROUND

Think Food Group was conceived in 2006, and has grown exponentially since the company’s inception. However as new entities and divisions were spun off and marketed, I recognized there was a disconnect.

MY ROLE
I approached the leadership team with an ‘outrageous idea’, to rebrand the company from Think Food Group to one that would leverage the José Andrés name … hence the José Andrés Group was born. I deemed it appropriate to leverage a master grand strategy with each of the restaurant brands along with endemic and non endemic divisions support and reinforce the José Andrés master brand.

Thus I sought to:

  1. Embrace a master brand strategy, and holistic approach to doing business

  2. Integrate the various corporate entities via this master brand strategy, with the José Andrés Group being the ‘top of the food chain.’

  3. Create a cohesiveness among the subsidiaries; other divisions of the company that leverage the José Andrés name.