Lily’s Kitchen.

From a dog’s only kitchen to a pet utopia.

Problem: Henrietta created Lily’s Kitchen because her dog, Lily, was sick and she nursed her back to health with proper, nutritious food. She wanted to do the same thing for cats, but she was worried - could she introduce a cat to Lily’s Kitchen without a fight?

Solution: Sometimes, you just need to open the door and show the customer who you are. Lily’s office, in the middle of Hampstead High Street, is a warm and welcoming place, full of dogs living their best lives – enjoying a walk on the Heath at lunchtime and slumbering on visitors’ feet during meetings.

Our research and strategic development showed us that re-creating this utopian “Lilyland” through all brand channels would enable us to create a place where our customers wanted to live - a place where cats and dogs play together in harmony.

My role: I created a workshop-led process and assembled a multi-disciplinary team, reviewed and reported on all the customer research, pulled out the customer insights, headed up a series of on-site workshops, and worked with semioticians and ethnographers to create the Cats at Lily’s strategy.

RESPONSIBILITIES: CUSTOMER RESEARCH, COMPETITIVE REVIEW, SEMIOTIC ANALYSIS. 6 MONTH WORKSHOP-LED PROGRAMME, MANAGING MULTI-DISCIPLINARY TEAMS, BRAND WORLD, BRAND IDEA, BRAND MISSION, BRAND MESSAGING, CONTENT.