TENDRIL, A (MOSTLY) VEGAN KITCHEN & BAR
A SMALL BUT PERFECTLY FORMED RESTAURANT IN LONDON’S WEST END_
A (mostly) vegan kitchen & bar helping Londoners eat less meat.
From pop-ups to permanency through sell out residencies and a successful crowdfund, Tendril is carving out its own niche. Not totally vegan. Not resorting to processed plant-based ingredients or fake meat. Just getting creative with great British veggies, cooking them with flair, care and just the right level of technique.
Their mission? To showcase what’s possible with plant-first food.
FOR THE FOUNDER, IT’S PERSONAL
Chef Rishim Sachdeva - a “hardcore carnivore” - had set himself the veganuary challenge. Discovering that, at least most of the time, meat didn’t have to be on the menu.
He wasn’t interested in going fully vegan, but did enjoy the health and environmental benefits of his new diet. It was this casual approach to cooking and eating that inspired the Tendril concept and brand.
(MOSTLY) VEGAN FOOD WITHOUT COMPROMISE
It was clear that Rishim’s cooking had the potential to win over anyone who loves food, regardless of their points of view on whether animals should feature.
Tendril deserved to be taken seriously, and some gentle education was needed to convince a non-vegan audience that they’d love what was in store when they visited.
This inspired the brand’s spirit…
PLANT-FIRST DINING & DRINKING
Defining the “(mostly) vegan” approach went a long way to establishing Tendril, but bottling the “plant-first” ethos positioned the brand in a space of its own.
Away from fake meat, vegan junk food, and heavily-processed “plant-based” food, Tendril could enjoy a unique point of view without being preachy.
SEEKING OUT POSITIVITY
Bold interiors evolve as guests move through the space. Ingredients come from small suppliers, chosen for the love they have for their craft. And whilst Tendril takes its responsibilities seriously, it never forgets that dining and drinking out should be fun.
SCOPE OF WORK
Brand Positioning
Crowdfunding Strategy
Financial Feasibility
Creative Briefs
Strategic Direction
Tone of Voice and Copywriting
General Project Consultancy
COLLABORATORS
Production: Lucy McCormick
Brand Identity: Dapple Studio
Interior Design: Haigh & Company
Marketing: Akvile Solovjovaite
Public Relations: Super Duper
Photography: Anton Rodriguez
Do you want to learn more about how we took Tendril from pop-up to permanent restaurant via an over-funded crowdfunding campaign? Or do you have a project or collaboration you’d like to discuss?
