We're not the team that just makes things pretty. We're here to help people notice, trust, remember and choose every brand in this group. We turn what the business does into what customers feel... then turn that feeling into action you can count in the till.
We make value impossible to miss.
Marketing isn't lipstick on the business. It's the engine room. We don't add noise. We make the invisible visible. We create clarity, demand and trust, then make the good stuff impossible to walk past. Brand, storytelling, campaigns, digital, customer experience, partnerships and growth all live here. Our work helps others win. That's the whole job.
Highlighters not noise-makers
We find the good, sharpen the message and make what matters easier to see. Volume is cheap; clarity is the flex.
Light-bearers not spotlight-seekers
Our job isn't centre stage, it's to shape the story so our brands, teams, customers and communities are the ones who shine.
Artists not task-tickers
There's a science to this. But we treat the work as craft. Every touchpoint teaches people what to believe about us, so every detail earns its place.
Cultivators not manipulators
Clarity, consistency, trust and momentum: the soil good things grow in. We plant systems, not chase hype or one-offs.
Pick a lever. We'll pull it.
Then we’ll keep testing, tightening, and turning it into growth. Brand, demand, trust and growth all under one roof. Here's the full kit, and every single piece is built to move a number, not just look good doing it.
Brand Strategy
Positioning, brand architecture and the masterbrand that ladders every retail brand up to one standard.
Campaign Planning
A yearly rhythm with quarterly refreshes, each tied to a clear customer behaviour and a reporting metric.
Social & Content
Instagram, LinkedIn and a content bank that makes our standard visible — not just more posts.
Design Direction
Visual and language standards across print and digital, kept consistent through governance.
Retail & Store Marketing
Turning each store into a media environment - collateral, POS, screens and review prompts.
Loyalty & App Growth
Converting walk-in traffic into an owned, reachable audience with higher repeat behaviour and basket value.
Partnership Support
Capability profiles, tender inputs and corporate storytelling that win hospital and campus relationships.
Online Reputation
Google Business, reviews and local trust signals treated as a commercial growth channel.
Launch Planning
The 120-day New Store Growth Loop: awareness, trial, loyalty, repeat and customer insight.
Promotions & Events
Community moments handled with care so they add value rather than simply using the moment.
Internal Comms
Clearer collateral, language and alignment for managers and Head Office teams.
Performance Tracking
Connecting what was done to what changed - across nine revenue-linked growth metrics.
The LG Group
Behind every café, sushi counter and bakery is one promise: hospitality with governance, credible enough for hospitals and campuses. The retail brands win the day. The masterbrand wins the room. Our job is to keep that root system unshakeable.
- ✓Strengthen the Group's reputation and credibility for tenders, partnerships and new sites.
- ✓Create consistency across every customer, stakeholder and site touchpoint.
- ✓Support partnerships with capability profiles, corporate storytelling and compliance messaging.
- ✓Connect each retail brand under one shared vision - distinct, but laddering to a single standard.
The LG Group Partnership Suite
A concise capability profile for hospital, campus and facility decision-makers — who The LG Group is, what we offer, our compliance standards and how a partnership opportunity comes to life. Share it when a site conversation begins.
Open the Partnership Suite →Four brands. One ruthless standard.
Each one is a different answer to a different human need — distinct on the surface, relentless underneath. Tap a card and see how we hold the line.
LifeGrain Café
A fresh, everyday café built around quality coffee, nourishing food and convenient hospitality for busy customers.
Plume Café
A wellness focused cafe experience consciously created for campuses. Designed to comfort, nourishment and a moment of calm.
Tsubu Sushi
A Japanese-inspired sushi and food brand focused on freshness, flavour, convenience and feel-good moments.
Ta'za Bakery
Warm manoush, za'atar, pastries and specialty coffee — a modern, hospital-friendly Middle Eastern food experience.
One engine. Four voices.
Same operating system across the portfolio — then we tune identity, tone, product and channel to fit each brand and the room it lives in. Flip through them.
The portfolio standard
Brand & Consistency
- Ladder up to one Group standard
- Visual & language standards
- Approved templates only
Digital & Customer
- Google Business management
- Loyalty & app convenience
- Website & campaign pages
Discipline
- 9-stage campaign workflow
- HFF & site compliance
- Revenue-linked reporting
LifeGrain Café
Identity & Tone
- Speed, reliability, everyday value
- Familiar and hospital-smart
- Straightforward and reassuring
Campaigns
- Loyalty + Hospital Staff Discount
- App conversion & basket growth
- Lunch, combos, beverages, breakfast
Channels
- In-store TV, posters, POS
- Instagram & Google Business
- Community: Nurses Day, R U OK?
Plume Café
Identity & Tone
- Calm, comfort, feel-good moments
- Gentle, thoughtful, quietly confident
- Accessible — never exclusive
Campaigns
- Loyalty sign-ups & re-engagement
- App bundles & high-ticket items
- Combos, cold/hot beverages, sandwiches
Channels
- Warm captions & visual consistency
- Website-aligned storytelling
- Softer community activations
Tsubu Sushi
Identity & Tone
- Fresh, fast, modern
- Variety and convenience
- Feel-good lunch moments
Campaigns
- Seasonal product focus
- Loyalty awareness & sign-ups
- App where operationally ready
Channels
- Cabinet content & close-ups
- Reels & store reminders
- Nurses Day hand rolls, Sushi Day
Ta'za Bakery
Identity & Tone
- Authentic & culturally vibrant
- Warm, modern, grab-and-go
- Story-led food experience
Campaigns
- Launch positioning
- Hero products (manoush, za'atar)
- Cultural food storytelling
Channels
- Story, range & locations on web
- Photography & cultural narrative
- New Store Loop where relevant
Nine stages. Zero guesswork.
Every campaign earns its place by moving through nine stages. It's not red tape - it's how we protect the work, keep stores aligned, and make every launch smarter than the last. It starts with a Brief.
Brief
Objective, audience, timing, stores, offer, budget and measures.
5 daysReview
Test against commercial value, brand, feasibility and compliance.
2 daysApproval
Align message, offer, spend and timing before resourcing.
2 daysProduction
Build all assets from one approved direction, with revision time.
3–4 weeksStore Briefing
Make it executable: prompts, placement, redemption, escalation.
≥1 week priorLaunch
Go live across agreed stores and channels with clear ownership.
Launch dateMonitoring
Watch early signals, execution quality and required adjustments.
LiveReporting
Result against objective: sales, loyalty, app, redemption, feedback.
PostLearning
What to repeat, simplify, stop or improve next time.
LoopGrab what you need.
Campaign Brief Template
Start every campaign hereBrand Asset Register
Logos, templates, final filesMaster Marketing Operating Framework
Campaigns, events & deadlinesIn-Store Collateral Policy
What's approved on siteBrand Distinction Resources
LifeGrain vs PlumeGoogle Business Tracker
Ratings, reviews & profilesLoyalty & App Dashboard
Sign-ups & repeat behaviourFY27 Scorecard
Nine revenue-linked metricsThe people behind the work.
Behind every brand that grows is a team willing to grow first.
Christine Aromin
Owns strategy, the annual calendar, campaign direction, brand governance and reporting.
Katy Mendel
Runs campaign rollout, content scheduling, store coordination, platforms and reporting packs.
Virtual Assistant
Supports content creation, file organisation, basic reporting and repeatable admin.
Social Media Coordinator
Plans and schedules social content across the brands, and keeps day-to-day posting and community management ticking over.
Have a request? Start here.
Send through the basics and we'll route it into the workflow. The more context up front, the faster we can help.