Positioning Toasted Life for Accelerated Growth
The Situation
In 2021, Toasted Life was in the midst of a growth spurt. Having retained its following and popularity through COVID, Warren Jones and Matt Tuffuor were seeking to expand the brand's portfolio beyond night life but needed to do so in a way that made sense for the brand and didn't alienate their audience.
The Solution
We built a Toasted Life 2.0 brand book that included inputs from stakeholder interviews, qualitative interviews and our 360 brand strategy analysis. The output, a go-to-market strategic play book, outlined the company's new central positioning and personified the brand's voice and character. We helped the founders streamline their offering ensuring that any future initiatives they took on would fit neatly in the company's expansive brand portfolio.
The Outcome
Toasted Life continues to flourish today as a lifestyle company rooted in community and connection. They have successfully expanded beyond their night life core and are increasingly finding their way to the global stage as the facilitators of uniquely curated experiences.