Grateful Den
A workplace wellness brand for office landlords
We developed Den & Co., the workplace wellness brand of Toronto's Grateful Den, built to bring curated wellness programming into office buildings.
- Role
- Brand, product & operations partner
- Industry
- Wellness, Workplace experience
- Disciplines
- Brand
Challenge
Grateful Den had proven its wellness programming inside its own Toronto studio. The next opportunity was corporate: landlords need buildings that pull people back to the office, and tenants need teams that want to be there. That offering needed its own brand, its own story, and materials that could walk into a leasing office.
Approach
We developed the Den & Co. brand from the ground up: an embroidered badge mark with a knowing nod to the community's Grateful Dead roots, a promise that names the feeling, experience what it is like to work alive, and a system of landlord and tenant decks that turn curated programs like sound baths, breathwork, and live music into a pitch a building owner can say yes to.
Results
Den & Co. launched with a complete go-to-market kit: the brand identity, landlord and tenant presentations, curated program menus with a provider network behind them, and a live summer pilot proposal in front of a major property group.
Impact
Grateful Den now has a second front door: a corporate brand that carries its community spirit into office buildings, and a repeatable pitch for every landlord conversation ahead.
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