A Tribe Called West

A Tribe Called West ⚡️ Fearless brands for funded CPG founders
🌲 Strategy-first identities that scale
🚀 Lean process, big impact
👇 Ready to grow? DM or hit the link

If your instincts got the brand this far, some of them are right. The job is finding which ones.That’s the whole approac...
14/08/2026

If your instincts got the brand this far, some of them are right. The job is finding which ones.

That’s the whole approach we take with a rebrand. Strategy first, design second, and we keep what’s working instead of starting from a blank page.

Full story of the Tudy’s Kitchen rebrand is on YouTube now, link in bio.

Comment SHELF READY and I’ll send you your Shelf Ready Score.

11/08/2026

Nekeia sells things with words for a living. She still couldn’t describe her own brand.

That’s not a knock on her. It’s what happens to every founder eventually. You build the thing, you live inside it, and slowly the brand stops being a thing you can see and starts being just... you.

Which is fine, right up until a stranger has to understand it in two seconds on a shelf.

Full video on building on YouTube, link in bio.

Your brand doesn’t get to come to the shop with you.It sits on a shelf, next to everyone else, and it gets about two sec...
07/08/2026

Your brand doesn’t get to come to the shop with you.

It sits on a shelf, next to everyone else, and it gets about two seconds and a glance from someone who’s never heard of you. Whatever it says in that moment, it says on its own.

That’s the shift a strategy session makes. We pull everything out of your head, all the reasons and instincts you can’t quite put into words, and we reorder it around the one person who matters: the shopper reaching for your product.

We did it with Nekeia at Tudy’s Kitchen. The product was always exceptional. Once the brand was built around her customer instead of around her, the pack finally said so in two seconds flat.

Comment SHELF READY and we’ll send you The Shelf Ready Score, our interactive self-audit scorecard.

Most founders think strategy is the expensive bit before the real work. So they skip it and go straight to the nice-look...
04/08/2026

Most founders think strategy is the expensive bit before the real work. So they skip it and go straight to the nice-looking part.

Then the nice-looking part doesn’t work, because nothing underneath it was decided. So they pay again for the version that does.

We made a film about a founder who’d been there. It’s on YouTube now, link in bio.

Comment SCORE and I’ll send you your Shelf Ready Score.

🎈Two birthdays in this house today. Mine, and Raffy’s third. Yes we have the same birthday! 🎈Five photos, three years. T...
30/07/2026

🎈Two birthdays in this house today. Mine, and Raffy’s third. Yes we have the same birthday! 🎈

Five photos, three years. The only one where he’s sitting still is the one where he’s asleep, and he was a few weeks old at the time.

You’ll also notice he’s got considerably bigger and I’ve carried on picking him up regardless.

Still banned from the room when we’re on calls. Still no interest whatsoever in the concept of a working day.

Happy birthday, Raff! ❤️

Catching up on a busy few weeks, today looking back at Pentawards Meets: Jury Edition 👌I got invited along to see this y...
20/07/2026

Catching up on a busy few weeks, today looking back at Pentawards Meets: Jury Edition 👌

I got invited along to see this year’s shortlist, all 700 of them, and sit in on a panel of judges talking through what they’d been seeing.

Amazing to see a shortlist that big in one room. You get a real sense of where the category’s heading. It was great to see it all in person, print finishes, little details, all the different formats.

Best bit though was the people. A few familiar faces, a few new ones, and the ace chats that come with it.

Shoutout Morgan Hastie | Brand & Packaging Designer, Cj Cawley | Graphic Designer, , , , and Carol Kemp to name a few 🙌

Well worth the trip.

The cheapest brand research you’ll ever do, and almost nobody does it. Go stand in your aisle and try to answer the one ...
02/07/2026

The cheapest brand research you’ll ever do, and almost nobody does it.

Go stand in your aisle and try to answer the one question a shopper’s actually asking.

Full breakdown’s on YouTube (link in bio). Or comment SCORE for your Shelf Ready Score.

01/07/2026

A year on the recipe. Ten seconds in the aisle to realise the hard bit was never the recipe.

This is the moment most founders avoid, because they’re a bit scared of what the aisle will tell them.

Full thing’s on our brand new YouTube channel (link in bio) or comment YOUTUBE and we’ll DM the link.

A founder said that. About his own product. After a year building it 😬He stood in the aisle, picked his up next to the c...
30/06/2026

A founder said that. About his own product. After a year building it 😬

He stood in the aisle, picked his up next to the competition, and couldn’t find one reason a stranger would choose his.

His product was great. That was never the problem.

The problem is the question almost no founder can answer: Why yours and not the one next to it?

Want to know if your packaging answers it? Comment SCORE and I’ll send you your Shelf Ready Score.

It’s been great seeing everyone’s logo work popping up with .now. A nice excuse to look through the archives. Here are s...
07/05/2026

It’s been great seeing everyone’s logo work popping up with .now. A nice excuse to look through the archives. Here are some new ones and some old.

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