What began as a San Francisco wine boutique grew into an extended family of businesses: fine restaurants, wineries, boisterous pubs, and luxury resorts. Each is distinct, but all are joined by a certain something that needed better definition for investors, employees, and customers.
In other words, it was time to articulate the PlumpJack brand.
The process began with all-day work-sessions and interviews among the executive management and staff. What began as an internal exercise soon engaged their customers and the idea to make the brand totally transparent took hold.
What emerged is a unique kind of brand statement: a self-aware print articulation of the company’s philosophy such as is often only seen by a company’s own marketing team, made available on site to customers in a glamorous bound book, or in less costly form as a smaller giveaway piece.
This extended brand statement focuses on the details of hospitality that make PlumpJack great, alongside their underlying philosophies.
To quote chapter and verse, the book is meant to unite staff and customers to “treat brand as a verb” and pursue the elusive “PlumpJack Moments” you get when hospitality works just right.