For businesses · Concept development

Built From
Scratch.

Turning an ecological, vegan or sustainable vision into a hospitality concept that actually works — commercially and operationally.

Not a branding exercise. Not a mood board. A concept built to survive procurement, guests, and day one of operating.

Get the readiness checklist →See how it works
Readiness check
Start with the
readiness check.

Five checks. Honest signal. Find out if the concept is ready before you commit further.

  • Positioning — is the story falsifiable, not just aspirational
  • Supply chain — can procurement actually back the pitch
  • Guest experience — where values show up in the physical journey
  • Operational model — what changes on day one of opening
  • Investor narrative — can this survive due diligence
No spam. Unsubscribe any time.
Who this is for

Built for people shaping what gets built.

Not for businesses that want a sustainability page added to an existing website. For people making the concept itself — from the ground up, or from a serious repositioning.

01
The founder-operator
Early-stage, hospitality, wellness or F&B, some capital raised or about to sign a site. You want the concept ecologically aligned from day one — not retrofitted after the fact.
02
The repositioning operator
An existing business that needs to modernise — the story doesn't match the operation anymore, and staying relevant means rebuilding the concept, not just the marketing.
03
The investor or developer
Acquiring or repositioning a property, building a new brand into a portfolio. You need a concept that's differentiated, credible, and survives due diligence.
Common questions

Things worth asking upfront.

QDo you design the whole concept, or just the sustainability angle?
AThe whole concept. Positioning, offer, guest experience and operations get built together — ecological and vegan alignment is threaded through, not bolted on.
QWe already have a brand — can you reposition it rather than start from zero?
AYes. Most engagements are repositioning work, not blank-page starts. The diagnostic stage tells us how much can be kept and what needs rebuilding.
QHow is this different from hiring a branding agency?
AA branding agency designs how the concept looks and sounds. We also test whether it can be sourced, staffed, and run at the cost you've budgeted — before you commit.
QWhat if we haven't opened yet, or haven't raised funding?
AThat's the ideal stage to start. Getting the concept right before the site is signed or the round is closed is far cheaper than fixing it afterward.
QDo you work with investors and developers, not just operators?
AYes — when a concept needs to survive due diligence as well as guests, the investor narrative stage is built specifically for that audience.
The approach

Four principles. Everything follows from them.

◎
Concept before campaign
The story comes after the substance is real, not before. We build the concept first — the marketing follows what's true.
◈
Honest before impressive
We say what the concept can actually claim, not what sounds best in a deck. Overclaiming is the fastest way to lose guest and investor trust.
◇
Operational from day one
Every concept decision gets tested against procurement, staffing and cost — not just against the brand board.
◐
Built for how you'll run it
Not an aspirational future-state. A concept designed for the team, budget and site you actually have.
The process

Six stages. One deliverable each.

Stage 01
The Honest Read
Where the concept actually stands today

Before we design anything new, we get a clear picture of the concept as it exists today — on paper, in the market, and, if it's operating, on the ground.

What's covered
  • Positioning audit — what the concept claims versus what it can prove
  • Market and category read — who else is telling this story
  • Founder and stakeholder interviews — the vision behind the pitch
  • Commercial constraints — budget, site, timeline, team
Stage outputYour Concept Diagnostic — an honest read of where things stand
Investment

Three ways to start. One process behind them.

Priced like the project work it is — because a concept that has to survive procurement, guests and investors takes real time.

Concept Discovery Sprint
€1,500–2,500
one-time · 1–2 weeks
Start here — for early-stage validation
  • Positioning audit and diagnostic
  • Falsifiable positioning brief
  • Initial concept direction
  • Go / no-go recommendation
Full Concept Development
€6,000–15,000
one-time · project scope
For founders and operators ready to build
  • Everything in the Discovery Sprint
  • Full concept architecture and operational blueprint
  • Investor narrative and concept deck
  • Launch and validation plan
  • Two implementation check-ins
Concept + Launch Retainer
€1,000–2,500
per month · ongoing
For teams building out and opening
  • Everything in Full Concept Development
  • Ongoing advisory through build-out
  • Launch support and troubleshooting
  • Priority access for urgent decisions
Concept development · Limited capacity

Ready to build it properly?

Start with the Concept Discovery Sprint — a low-commitment way to find out whether the concept holds up before you commit further.

Start a discovery sprint →