Mitie Catering Services’ (MSC) links to security and cleaning were proving unhelpful when it came to selling their workplace food services. To overcome this challenge, a new standalone brand was devised and this arm of MSC’s business has gone from strength to strength since the re-launch. The resulting Gather & Gather brand has changed the perception of the office canteen forever, all with little else done in the way of marketing other than the redesign. The new brand positioning centred around the idea of ‘urban hunter gatherers’, sits at the heart of everything Gather & Gather says and does, from communications to HR, and everything in between. No other competitor has adopted this approach and gives the business a unique point of difference that translates into strong results. There has been a huge return on design investment for Gather & Gather with design fees representing a tiny 0.18% of revenue achieved since the rebrand.