Work / 03
Experience behind OuthouseBuilding a consumer brand with more flavour than the category.
Gousto- Role
- Head of Creative
- Problem
- Modernise the brand, rebuild the creative team and accelerate growth
- Scope
- Brand · Product · Growth · Campaigns
The problem.
Give it some Gousto.
Recipe boxes risk turning dinner into a logistics product: convenient, efficient and visually interchangeable. Gousto needed a more distinctive brand, a stronger creative team and an experience capable of connecting the product to the pleasure of actually making dinner.
Build emotional appetite in a category dominated by functional claims.
Create a system disciplined enough to support product and growth at speed.
What we saw.
The answer was not decoration. It was a clearer creative idea and a brand experience with energy, confidence and a recognisable point of view — from the box to the broadcast.
A brand with appetite
The brand was modernised around the energy of cooking and the satisfaction of making something yourself — expressive enough for culture, useful enough for commerce.
Give it some Gousto
A simple, ownable expression brought the brand’s personality into the world and created room for product, food and people to speak with one confident voice.
Brand meets product
Creative decisions connected acquisition, the digital journey, the box and the meal itself. Brand was not an extra layer; it was part of how the product worked and grew.
A team built to make
Rebuilding the in-house creative capability created stronger ownership, sharper standards and a team able to balance brand ambition with the demands of a high-growth business.
What changed.