Land of Plenty

What Land of Plenty does

Land of Plenty is a London-based strategic branding studio that develops brands and communications for clients in leisure and lifestyle sectors, including hospitality, food and beverage, fashion, sports, wellness, and property. Founded around 2014 by co-creative directors Joe Russell and Jonny Rowe, the firm operates with a seven-person core team comprising the two co-founders, a Head of Research, a Project Manager, a Senior Designer, and two Designers. It delivers four integrated service lines — Research & Insights, Brand Strategy, Brand Creation, and Brand Communications — covering everything from market analysis and naming through visual identity, packaging, campaigns, web design, and spatial/wayfinding collateral. Its stated positioning is to build "brands the planet loves," embedding sustainability into client operations and communications rather than relying on greenwashed marketing claims, and it publishes a biannual proprietary research series, "The Shift," with editions covering hospitality and health & wellbeing trends.

The studio runs a project-based professional services model with no publicly disclosed pricing or recurring revenue structure. Client acquisition relies on direct outreach, portfolio credibility, referrals, and thought-leadership content, supported by speaking engagements, a newsletter, and an active Instagram and LinkedIn presence. The customer roster mixes enterprise accounts (Nike, FILA, Avery Dennison) with a long tail of startups and SMEs (Yard Sale Pizza as a 10-year-plus relationship, Dāha, Truffle Burger, Pot Gang, Away Days Brewing, Happy Endings, Field Good, Kilter, Fettle, Adludio, Le Biau, Battle Cancer), and geographic reach spans the UK, Ireland, Australia, and the United States. Delivery is augmented by a small network of external creative partners including illustrator MartynaMakes and web developer Hambly/Freeman.

Monetization is entirely fee-based on bespoke engagements, with no software product, platform, API, or recurring subscription disclosed. The firm has no external funding, no M&A activity, no patents, and no certifications beyond a published Equality, Diversity & Inclusion policy. A February 2025 partnership with sustainability consultancy Futureproof formalizes the studio's commitment to embed sustainability into its own operations, while its ongoing relationship with Avery Dennison (most recently announced November 2025) anchors enterprise-scale work in sustainable materials.

Name

Land of Plenty

Legal name

Land of Plenty Ltd

Website

https://landofplenty.studio

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Land of Plenty is a London-based seven-person strategic branding studio delivering brand strategy, creation, and communications services to leisure and lifestyle clients, anchored by a sustainability-led positioning and its proprietary "The Shift" research series.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Brand Strategy & Creation Services: Project-based professional services for brand strategy, visual identity creation, brand communications, and related creative work. Engagements range from comprehensive brand creation to individual service components.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Land of Plenty is a strategic branding studio that designs brands and communications for leisure and lifestyle clients. Its core offering is organised around four integrated service lines — Research & Insights, Brand Strategy, Brand Creation, and Brand Communications — delivered end-to-end or as modular engagements, including naming, positioning, visual identity, packaging, campaigns, web design, illustration, photography, and touchpoint activation across physical and digital channels.

Product overview

Land of Plenty is a strategic branding agency for leisure and lifestyle sectors that offers four core service offerings: Research & Insights, Brand Strategy, Brand Creation, and Brand Communications. Their integrated approach combines deep-dive research and strategic thinking with full-spectrum creative execution across physical and digital touchpoints. The agency also produces proprietary research through 'The Shift' report series, which provides trends and insights for clients in hospitality and health & wellbeing sectors. The work spans from brand creation and evolution through to campaigns, web design, illustration, photography, and print collateral.

Differentiator

Problem solved

Functional benefit

Brands

• The Shift: Research arm of Land of Plenty, publishing biannual research-based reports on health & wellbeing and hospitality sectors.

Products and services

• Research & Insights Deep-dive research engagement covering market analysis, competitor audits, audience profiling, and trends & insight reports, forming the foundational understanding that underpins Land of Plenty's branding work for leisure and lifestyle clients.
• Brand Strategy Strategic thinking engagement covering project scoping, naming, brand architecture, positioning, brand DNA development, and experience mapping to define clear direction for leisure and lifestyle brands.
• Brand Creation End-to-end brand building service for leisure and lifestyle clients, spanning visual territory and art direction through to brand story, core assets, visual language, moving image, illustration, photography, messaging, and brand guidelines.
• Brand Communications Service that brings brands to life across physical and digital touchpoints, including campaigns, web design, social media kits, sales and investor decks, presentations, brochures, point of sale, menus, merchandise, signage and wayfinding, and stationery and print.
• The Shift: Hospitality Edit First edition of Land of Plenty's proprietary research report series 'The Shift', offering 60+ pages of ideas, insights and inspiration on how to weave a better mindset throughout business and brand for the hospitality industry.
• The Shift: Health & Wellbeing Third edition of Land of Plenty's biannual research report series 'The Shift', providing 40+ pages of ideas, insights, exercises, and expert perspectives exploring health & wellbeing sector trends including RECOVERY, FANDOM, LIFE CYCLES and SENSORY themes.

Quantifiable outcome

• 50% of brands fail to keep up in an ever-evolving world (from The Shift: Health & Wellbeing report)

Named customers19 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• Avery DennisoncoreStrategic or Co-development Partner · 16 November 2025Ongoing partnership with Avery Dennison on multiple projects including sustainable labeling, packaging design, B2B sales tools, and creative campaigns. Land of Plenty shapes creative direction and promotional narrative for AD collaborations.
• FutureproofcoreStrategic or Co-development Partner · 10 February 2025Partnership to sharpen strategy, embed sustainability deeper into operations, and future-fit the business. Part of commitment to building a more thoughtful, responsible studio.
• PatternitycoreStrategic or Co-development PartnerConscious thought leaders enlisted to define narrative for Avery Dennison sustainable materials sample pack collaboration. Land of Plenty picked up creative baton combining Patternity's elemental principles with Avery Dennison's forward-thinking materials.
• MartynaMakesminorStrategic or Co-development PartnerIllustrator creating artwork for Land of Plenty projects including Christmas cards and brand illustrations. Ongoing creative collaboration.
• Thom AtkinsonminorOthersProduct photographer used across multiple client projects.
• Landis BlairminorOthersChicago-based cross-hatching illustrator commissioned for The Commonwealth building project.
• Creative Lives in ProgressminorGTM or Marketing PartnerListed as partner organization.
• Plastic FreeminorGTM or Marketing PartnerListed as partner organization with commitment to reducing plastic use.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• FutureBrand: Global brand consultancy within Interpublic; competes for the same enterprise leisure and lifestyle rebranding briefs but offers broader geographic reach and a wider services portfolio than a 7-person boutique.
• Landor & Fitch: Global brand strategy and design consultancy (WPP) with established leisure, hospitality and lifestyle credentials; competes for enterprise retainers where Land of Plenty also plays, but at materially larger scale.

Direct peers

• Without: Independent London branding and creative agency of comparable scale targeting ambitious consumer and lifestyle brands; competes for similar mid-market and enterprise briefs.
• Robot Food: Boutique UK branding and packaging studio with overlapping focus on food, beverage and lifestyle clients; comparable size and project-based delivery model.
• Pentagram: Iconic multi-partner design firm operating a parallel partner-led independent model; competes directly for premium branding briefs across the same leisure, hospitality and retail verticals.
• Koto Studio: Independently-owned branding studio with similar footprint offering brand strategy, identity and activation; competes for the same type of progressive consumer and lifestyle briefs.
• Spin Studio: London-based independent brand strategy and design studio of comparable boutique scale, serving lifestyle, hospitality and culture-aligned clients with a similarly founder-led creative model.
• The Clearing: Independent London strategic brand consultancy; similar boutique model delivering brand strategy and identity work to consumer and lifestyle clients.
• Studio Output: London-based independent creative studio with similar positioning around culture, music and lifestyle brands; directly comparable boutique agency profile.
• Bond (London): London-based strategic brand and creative agency with overlapping client mix across F&B, hospitality and lifestyle; directly comparable in scope and scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/landofplenty
• Instagraminstagram.com/_landofplenty_

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Land of Plenty