Breaking Brand

After launching its first brand to market, the Pattern Brands team reflects on their journey and what’s next for their company and the industry as a whole.

In the final episode of the first series of Breaking Brand, the Pattern Brands team takes us behind-the-scenes as they launch their first brand to market. We learn the tactics they used to build relationships with their first customers and hear how launch day transpired first-hand. We then look ahead to the future of the direct-to-consumer industry and discover what's next for the Pattern Brands team. Nick and Emmett also share their reflections on the journey from Gin Lane to Pattern Brands. 

As the Pattern team prepares to launch Equal Parts, we hear about how they built the brand and what makes it unique in the market.

Pattern’s first brand, Equal Parts, offers cookware with a difference. In episode 4, we go behind-the-scenes to learn why Pattern decided to build a brand in the cookware space. We hear where the Equal Parts name came from, the diverse range of inspiration behind the brand and discuss some of the challenges ahead for the team as they build a direct-to-consumer cookware brand.

With the pivot from Gin Lane to Pattern Brands in full swing, the team focuses on how to take their new business to market. 

The road to building a new company isn’t a straight line and there are plenty of challenges to navigate along the way. In this episode, we hear how Nick approached sharing the pivot with the Gin Lane team and how they navigated the rollercoaster of raising investment. Camille and Emmett share insights into building the new brand and we also hear what went down on launch day and go behind-the-scenes at the the Pattern Brands launch party.

Right at the peak of their powers, the Gin Lane team falls on tough times and decides to rethink the future of their entire business.

Whilst working on two of the biggest projects the agency has ever taken on, stress and burnout is affecting the team and people are leaving the business. During the tough times, Nick, Camille and Emmett begin to focus on how they spend their time outside of the office and rediscover the joy in everyday moments. This lays the foundations for a complete 180 degree flip for the Gin Lane business and its team.

Gin Lane has helped launch over 50 startups — creating nearly $15 billion in market value. Now, follow along as it launches a new direct-to-consumer business of its own.

Over the course of the next 5 episodes, we take you inside the world of one of the world’s most exciting consumer businesses and share a transparent account of the journey from pivoting a highly successful agency to launching a completely new business.

In episode one, Gin Lane’s Co-Founder and Executive Creative Director Emmett Shine shares the origins of his hugely successful agency, and how it helped build and launch brands like Smile Direct Club, Sweetgreen, Harry’s, Recess, and more. We then meet Gin Lane’s CEO Nick Ling and VP of Brand Camille Baldwin to learn what made Gin Lane unique and how they were able to build brands that stand out from the crowd, and redefine industries.