Every brand starts as a seed
Build the brand. Earn the shelf.
ABOUT US
We believe every great brand starts as a seed
Creative Soil is a brand-building and commercial growth partner for food, wellness and FMCG brands. We combine brand strategy, product and packaging thinking, retail readiness, and hands-on market development.
Founded by Liza Gawrilenko and Aves Wencel, Creative Soil works with selected businesses to turn strong ideas into clearer brands and practical commercial momentum. We also build ventures of our own, which keeps our thinking grounded in the reality of taking an idea from concept to market.
OUR SERVICES
How We Help Your Brand Grow in the UK
Marketing Strategy
From market research and audience analysis to budget planning and brand book creation, we build the full strategic foundation your brand needs to thrive in the UK.
Retail Distribution
We help selected brands identify the retail, independent, hospitality and workplace channels that fit their product, price point and stage of growth.
Brand Identity & Book
We craft or refine your brand book and visual identity so your brand resonates with UK consumers and retail buyers from the very first impression.
Digital & Amazon Growth
We manage your brand's presence on Amazon UK, Ocado, and Holland & Barrett online, turning digital shelf space into consistent, scalable revenue.
OUR VALUES
WHAT WE VALUE
SHAPES HOW WE WORK
We are curious about what is changing and what is coming next. Our work is rooted in food, health and wellbeing, but we also stay open to new ideas, technologies and shifts in how people live, buy and care for themselves. As an international team, we bring different perspectives to every brief while staying focused on what will work in the real world.
We care about the detail because the detail is where trust is built. From a brand name and pack design to a retail pitch or commercial plan, we want the work to be thoughtful, useful and properly finished. We are straightforward about what we know, what needs work and what is realistic, because integrity matters as much as a strong result.
We believe good brands need both clarity and courage. That means being willing to challenge safe, predictable answers when there is a better opportunity to create something distinctive. We stay curious, keep learning and adapt as the market changes—helping brands grow without losing the reason they existed in the first place.
We choose to work with people and products we believe in. Our ambition is commercial, but it is also about building brands that contribute something positive to people’s everyday lives. We see our clients as partners, not projects, and bring the same care, honesty and energy to their growth as we would to a venture of our own.
TESTIMONIALS
Reclaim Drink
The team at Creative Soil literally dissected our business and the market, building a strategy on real data rather than guesswork. They crafted a killer positioning that got us into Harrods in just 60 days. They’re the ultimate partner if you need more than just design you need a real path into top-tier retail.
Todd
Founder
ABOUT US
WHERE WE PLACE BRANDS
Our established relationships with buyers across the UK's top retail groups mean your brand skips the queue and gets in front of the right decision-makers faster.
and over 1500+ independent shops, corporate offices and wellness areas
FAQs
Are there any commissions or hidden fees?
We are always transparent about how we work. Our retainer covers strategic advisory, market preparation, and account management. When we move into active retail outreach and successfully secure a listing for your brand, a commission on those placements applies. We agree all terms upfront before any pitching begins so there are never any surprises.
What happens if we want to pause or stop after 3 months?
No hard feelings. The initial 3-month engagement exists because real retail entry takes time to do properly. After that period, you can choose to continue, scale up into a more active partnership, or pause if you need to adjust your production or logistics. We will always be honest with you about what we think the right next step is.
Can we target specific retail accounts that we already have in mind?
Absolutely. During our initial strategy sessions, we map out your target accounts, assess whether your brand is the right fit for them at this stage, and confirm whether we have direct buyer relationships in those specific retailers. Everything we do is built around getting you in front of the right people at the right time.
Do you help with logistics and UK shipping?
We do not operate warehouses or run deliveries, but logistics readiness is part of what we audit before any buyer conversations begin. If you need support with UK warehousing, local distribution, or customs clearance, we connect you with trusted partners who specialise in food, drink, and FMCG. Getting this right is often what separates brands that stay on shelf from those that do not.
How do your corporate activations work?
We have direct access to some of London's largest corporate offices and headquarters. We organise exclusive samplings, product showcases, and pop-ups inside these spaces — putting your brand directly in front of thousands of professional Londoners. It is a powerful way to build awareness, gather real consumer feedback, and generate the kind of organic word-of-mouth that retail buyers pay attention to.
Do you help with digital marketplaces like Amazon UK or Ocado?
Yes. As part of a broader partnership, we can fully manage your digital retail presence — including store setup, product page optimisation, ad campaigns, and day-to-day sales management on Amazon UK, Ocado, and Holland & Barrett. Physical shelf space and digital shelf space work best when they are built together.
Why is there a minimum 3-month commitment?
Because we do not believe in quick, empty promises. During the first three months, we conduct a thorough brand audit, begin outreach to our network of retail buyers, and initiate product sampling conversations. Buyers at the UK's top retailers are busy, and building the right relationships takes care and precision. The 3-month commitment ensures we have the runway to lay a foundation that is genuinely built to last.
What do we need to provide to get started?
To make the most of our first month together, you will need to share your current brand materials, pricing structure, and any product samples you have available. If your pitch deck is not yet polished, do not worry — reviewing and refining your brand presentation is part of what we do in the initial phase.
Can’t find what you’re looking for?
