You’ve spent years refining your tone of voice, colour palette, and brand story. You know what your brand stands for and what it absolutely doesn’t.
But when your audience walks into your event, what meets them first?
Is it the welcome? The scent of citrus and herbs from the bar? The server’s tone when they offer the first canapé?
Before your CEO steps up, before a slide goes live, your brand is already speaking, but not through a logo. It’s speaking through atmosphere, tone, texture and flavour.
The best brand leaders already know this.
In 2025, brand experience is no longer a “nice-to-have.” It’s what differentiates you from your competitors. According to McKinsey, the most successful companies today build brand value by creating emotional, sensorial, and memorable experiences, not just campaigns.
Is it refined? Local? Bold? Unexpected? Inclusive? Unapologetically premium?
We once worked with a global automotive brand launching a new electric model. The event space was minimalist, and the lighting was cool-toned. The food was precision-cut with modern plating, flavour-forward but clean.
Every choice echoed the brand’s personality: engineered elegance, understated power. No one had to explain it because the guests felt it from the first glass of sparkling water.
That’s what it means to translate a brand into experience.
Using the menu as a form of storytelling.
Are you warm and welcoming? Premium and precise? Casual but sharp?
We brief our front-of-house teams not just on service timing, but on brand tone.
One client asked us to make sure the servers said “Welcome” rather than “Evening” at the door, because why not?
From canapé trays to crockery, florals to lighting, every visual element either supports or distracts from your story.
We’ve worked events where the only accent colour allowed was gold, where table linen had to reflect Pantone 2965C, and where even the ice cubes had a purpose.
Not to be difficult. But because we understood the cost of dilution.
If you don’t design the experience deliberately, it will get designed for you by accident.
And if that experience feels off-brand, even subtly, your audience notices. They may not name it, but they’ll feel it.
At Horseradish, we work with marketing teams, comms leads, and creative directors who care about the emotional signature of every event.
We don’t just show up and serve. We walk through your values, goals, and vibe and build from there so that your guests walk away thinking, “That was so on brand.”
We’d love to help you bring your brand to life, tastefully.
Request a call to discuss your next experience.