Modern Milkman

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The challenge

We needed to build an employer brand positioning that was as brave and bold as their growth plans. This project set out to define and codify Modern Milkman’s purpose and values, to help a disconnected team to come together and reach their full potential.

The challenge would be finding the balance between convenience and conscience, and weaving that balance throughout their new positioning, as it would be vital for their huge next steps.

The approach

We immersed ourselves in the business, joining a milkround, visiting the delivery hubs, surveying and workshopping with as much of the team as possible. We found out how it all started, how it all works – and the passion that their people feel for the business.

We bottled that feeling into their own unique brand key, defining their personality, tone of voice, values and purpose – capturing the Modern Milkman movement that would excite, engage and retain. We bought this all to life with a launch event that showcase the new initiative…

The solution

A company away day with real purpose. We worked with CEO, Simon, to create a presentation that would inspire the team when presented at their very own ‘Together Festival’.

Employees arrived at Manley Mere to learn all about the new purpose, values and business strategy. Covered in their beautiful brand, the team had to work together on an adventure trail, play games and have some time to bond with others they may not have even met before… Resulting in an engaged and excited team – and the perfect foundation to start building further initiatives surrounding the values.

We had some really big growth plans when we started this project with The Wellies. We needed to figure out who we are and why we do what we do, in a way that would bring everyone together - and they absolutely aced it. They worked so closely with us, like a part of our team, and refreshed our company values to align with our business proposition, because our future strategy has changed so much since we started. Everyone had an amazing time at the launch and every little detail was considered. Different to how we would normally do it, but that’s why we brought them in, to challenge the way we do things.

Simon Mellin, CEO

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