When a cafe outgrows itself
It began with quiet frustration.
The café was busy. The food was excellent—better than expected, in fact. People made special trips to a campsite café on Anglesey for lunch. Yet everything about the place still told a smaller story—one of helping out, filling a gap, or being temporary.
Liam and Ellis Barrie took over the family café to support their parents. What happened next surprised everyone—including themselves. In less than a year, the Marram Grass transformed from a simple greasy spoon into a destination known for local produce, care, and joy. Many assumed that the brand would simply align with this new reality, but the real tension was elsewhere: what was this place genuinely becoming, and who was it now for?
Their first conversations didn’t focus on identity or ambition. They began with listening—learning through action, noticing what felt energising or heavy, and defining success—not only in commercial terms but also personally and locally. Their approach was relaxed yet resolute, with a sense of playfulness tempered by a fierce dedication to doing things properly. Exceptional service wasn’t a promise; it was a non-negotiable. Giving back to the community wasn’t optional—it was central to the purpose.
Visiting the Marram Grass made the gap more apparent. The vibe, the warmth, the food—all of it felt bigger than a mere café. What they built already reflected a belief: that food should come from nearby, and that a good business should leave its place better than it found it. The challenge wasn’t about packaging this idea, but about recognising that the café was no longer the whole story.
Our conversations shifted towards the future—not plans, but possibilities. What could it become if nothing was off the table? What should remain consistent, even amidst change? Gradually, the focus widened—from a single venue to a way of operating, and from a café brand to a family of ideas united by a shared core belief.
That reframe changed everything.
Instead of forcing one identity to accommodate every ambition, we shaped a structure that could grow while maintaining its essence. A holding company—Barry Bros—became the overarching container. Marram Grass remained the expression already loved. New ventures could emerge gradually, each distinct but grounded in the same truths about nature, nurture, and responsibility.
The concept of Nature & Nurture wasn’t invented; it emerged through dialogue. It captured what was already underway—sourcing locally, investing in people, and cycling success back into the community. It explained why supporting a kids’ football team mattered, why a market garden and cookery school made sense, and why the café felt generous, not just good.
Once the thinking aligned, momentum followed. Decision-making became simpler. The visual identity system wasn’t about polish; it was about confidence. It equipped Liam and Ellis with tools to run things independently, to stay consistent without rigidity, and to allow the business to evolve daily without losing coherence.
What emerged wasn’t a finished brand but a clear understanding—an agreement on what they were truly building and permission to continue their way.
Working closely with founders who care so profoundly about their work and community is rare. This project’s value wasn’t just in what was delivered, but in what was uncovered along the way: a business that had outgrown its original narrative, now waiting for the language and structure to catch up.
Project deliverables
Brand & Design Strategy, Naming strategy, Positioning, Brand architecture, Identity design