TOKLAS
Defining a brand from the inside out
Situation
Toklas, a European restaurant with a sister bakery, had been beautifully conceived, but not yet clearly defined.
With two interconnected offers and a strong point of view, the challenge was clarity: how to articulate what Toklas stood for, how its parts worked together, and how to express this consistently across experience, team and communication.
The Context
Founded by the team behind Frieze Art Fair, Amanda Sharp and Matthew Slotover, Toklas was rooted in cultural instinct and taste.
The opportunity was to translate that sensibility into a clear, ownable brand story - one that could align the business internally and resonate externally, without losing its nuance.
What We Did
We immersed ourselves in the business, conducting in-depth research with customers, staff and stakeholders to understand both perception and intent.
From this, we defined Toklas’ positioning, values and mission, alongside a clear articulation of its brand essence.‘Elevated Simplicity’ has become the anchor for all business decisions and the apex of the brand guidelines.
The Outcome
A brand that is understood, not assumed.
Toklas now operates with a clear point of view - one that informs decisions, shapes culture and guides how the business shows up day to day.
It allowed us to develop a coherent content strategy and produce monthly shoots to deliver it.
The strategy remains in active use, acting as a consistent reference point for the team as the business evolves..
“Brand Reveller worked with us on a detailed piece of research and strategy to help define the next chapter for Toklas. Through interviews, workshops and in-depth analysis, they helped us articulate our mission, vision and values, and translate these into a clear brand direction the whole team could understand and stand behind.
Their process brought real clarity to who we are as a business and how we want to grow, while staying true to the spirit of Toklas.”
