At Big Fish I helped refine Tyrrells’ brand story as it continued to grow from a small Herefordshire farm into a household name known for its delightfully English crisps. I helped sharpen the brand’s famously wry, well-spoken voice, ensuring every pack, pun and proclamation crackled with Tyrrells’ trademark wit and sophistication.

I also developed naming and tone concepts for new flavour launches, striking that careful balance between tongue-in-cheek humour and genuine craft. The result was a voice that stayed unmistakably Tyrrells – crisp, characterful and just a little bit cheeky – while giving the brand room to keep pleasantly surprising snackers.