I love this one. Once again, my passion for history played a significant role in creating this successful brand. Apologies if this goes on a bit!

I was charged with creating the brand name and identity. It was to be a reinvention of traditional Kendal Mint Cake. Repositioned as an on-the-go energy boost for runners, swimmers, triathletes, etc. Two thoughts ran in parallel here.

One: Why is Kendal such a big town in such a rural location?

Two:  Everyone seemed to think Kendal Mint Cake was a brand, not a category.

The idea dawned that, in answer to point two, we could own the category by calling our brand ‘Kendal Mint Co.’ 

We had to go way back in time for the answer to point one.

In 1189, Richard the Lionheart granted Kendal a Market Charter to help raise funds for his Crusade. However, it wasn’t until a Flemish weaver moved to town in 1331 that the woollen trade kicked off and would lead to the great prosperity Kendal would enjoy in the years ahead. Lots of rain, sheep, and natural green dyes made Kendal famous for its’ Kendal Green’ cloth.

Henry V led his troops into Battle at Agincourt in Northern France. Heavily outnumbered by French troops it was the English bowmen that won the day.

In particular, credit was given to the long bows of the ‘Kendalian Archers’, dressed in their ’Kendal Green’ tunics. From these historic learnings, a brand was developed, fit for the 21st century.