“Before the food, people feel the brand”: Craig McAnuff on building Original Flava – and licensing plans

Original Flava has a very distinctive brand identity. How crucial has this been to your growing success and how did you settle on the design look?
Brand has been everything. Before the food, people feel the brand. We built something bold, vibrant and rooted in Caribbean culture but clean enough to live anywhere. It evolved over time through consistency and listening to what people connected with. Now it’s instantly recognisable.

You have published three cookbooks. Can you tell us more about them and how each is distinctive?
Each book reflects a stage of our journey. The first made Caribbean cooking accessible. The second went deeper into flavour and confidence. The third focused on everyday cooking, making it quicker and easier without losing authenticity. Same mission – just evolving with our audience.

How important is social media to your brand and how do you engage your audience?
Social media is everything for us. It took us from our home kitchen into people’s kitchens worldwide. We keep it real, stay consistent and actually listen to our audience. It’s a conversation, not just content.

Let’s talk food. How do you balance tradition with a contemporary approach to Caribbean cuisine?
It starts with respect. You have to understand the roots first. Then we make it more accessible through simpler methods or modern formats, without losing the flavour or identity.

Tell us about your Peckham residency and the role residencies play?
Our residency at Jumbi is about more than food, it’s culture and community. Residencies let us test ideas, stay flexible and connect with people in real life. It’s been key to our growth.

How do you choose brand partnerships and ensure they succeed?
It has to feel natural and aligned with our culture and audience. With Guinness for example, there’s a real connection. We focus on building experiences, not just promotion.

What products are you looking to develop through licensing?
Sauces, marinades, seasonings, meal kits… Products that make it easy for people to bring Caribbean flavour into their everyday cooking.

What role do you see for Original Flava in retail?
There’s a big opportunity. Caribbean food is growing but still underrepresented. We want to make it more accessible and visible. The demand is there, retail is just catching up.

You have recently relaunched your design agency. Can you tell us more about this and your projects?
I’ve relaunched CDStudio with a clear focus on building brands people feel and connect with. We’ve helped launch brands like The Gym Kitchen, who are one of the most in demand supermarket brands right now. We also rebranded businesses like Uncle John’s Bakery and built digital platforms for organisations like King’s Church. For me it’s all connected, building brands that stand out and last.

Finally, one cooking tip to add some Original Flava?
Season properly and give it time. Flavour builds when you let it sit and develop.