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Problem The Hub was founded by celebrity chef Jamie Oliver and fitness trainer Gunnar Peterson. Together they founded an establishment that serves a variety of fresh, organic food products that are also sold in the restaurant. They desired branding to communicate premium quality with a contemporary style that permeates The Hub's experience. Solution Branding The Hub in a way that appropriately commands a relatively high price for the quality of products while simultaneously feeling approachable by upper-middle income consumers. The Hub is fun, but uses brand language that takes the healthy lifestyle seriously.