Building a new brand

failte ireland

Client intent

Build a new international cuisine brand to drive inward food tourism.

The project

Using market research to understand how Irish Cuisine is perceived internationally, we were in a position to develop a brand strategy, identity and naming, and a clearly formulated marketing strategy for Fáilte Ireland. Using this, we carried out industry and in-company workshopping, positioning and reputation planning, and developed propositions and straplines to sell Ireland as an international food tourism destination.

The challenge

The challenge here was first understanding and then expressing the uniqueness of Irish Cuisine in a way that would capture the imagination of international food tourists. We drew on talent in Dublin, New York and Minneapolis to ultimately create the new brand tagline to support Fáilte Ireland’s Irish Cuisine proposition and brand development strategy.

The outcome

Using market insights to generate the new brand resulted in an intelligent and compelling positioning of Ireland as one of the world’s unique and exciting food tourism destinations.


Failte Ireland Logo

Fáilte Ireland is the National Tourism Development Authority of Ireland. Its role is to support the tourism industry and to sustain Ireland as a high-quality and competitive international tourism destination.