Pret is a sandwich shop. A bit like Starbucks is a coffee shop. Pret was founded in London in 1986 and has now grown to over 130 shops, most in the UK but also in New York and Hong Kong. (Its recent opening in Hong Kong is what reminded us of the brand, we were working in London when it launched back in the 1980s).

At the heart of the brand is passion. Passion for the food they make and the people they employ, (Fortune magazine named them one of the top 10 companies to work for in Europe).

How do they communicate this passion? Not through conventional advertising, but through their beliefs and their behaviour.

They are so passionate that they even have 'Passion Facts' on their website. But before you do, ask yourself:

Hence our brand's heart should represent what we belief.