So, for those of you wondering how we embarked on our exciting transformation from The Dining Club Group to the Ello Group, let us wind back the clock 12 months.

Back in May 2021, Sam, our Chief Operating Officer, and Anwar, our Chief Digital & Strategy Officer, met with the brand-building champions MuddyWellies to set their vision for the future. This was never just about the rebrand; this was about wanting to celebrate and amplify our business, the people that make our business, and the future aspirations of everyone.  

Times like these are truly exciting for every business, but it was Sam and Anwar's sheer enthusiasm for the project had MuddyWellies itching to get stuck in. 

Our clear vision needed big thinking. We needed our team to be 100% engaged and excited about the future and the individual roles it had in store. But it wasn't just about looking ahead; it was a celebration of where we've come from too – a real nod to the hard work that everyone had already put in. 

Using their tried and tested model and their core ethos of 'never assume anything', MuddyWellies didn't just listen to some of our team; they got to know as many people as possible. They spent time with every department, talking to key team leads and asked us to be completely open and honest with our responses. They sent out questionnaires, held workshops across all our offices, and truly got under the skin of our business. And through these steps, they came to understand how they could add a layer of personality, purpose, and energy to our brand. 

We guess it's fair to say that although the assets and qualities already existed within our teams – MuddyWellies had the tricky task of bringing it to life. Together, we shaped this feeling into a celebration of our journey and crafted a brand fit for our evolution. Our Design team and our People team worked side by side with MuddyWellies to ensure that our new brand wasn't simply fit for purpose but fit for the future.  

 For us now, it's all about living and breathing our new purpose, personality, and values – peppering them across all our touchpoints and every way we communicate. We're an inspiring business that genuinely sees the value in the amazing people behind our brand and our business. At the end of the day, we believe that an engaged and happy team is the best recruitment campaign you can run. And there aren't many things more crucial than this when it comes to thriving.  

Watch this space as we continue to grow and become a destination brand across both sides of the Pennines.