Interview: How to grow a brand with Jack Lewis

Where does one start when it comes to growing a brand?

Growth is as natural as it is complex, and the first quality required to build a brand is patience. Think of it like planting a tree; it all starts with developing a robust root system below the ground, which we do not see, but which acts as an incredibly important anchor to support all the growth which occurs above, which the world will hopefully enjoy for decades to come. Building that root system, in my view is crucial in the first few years of a brand’s life; it should never be rushed.

We seem to be seeing new brands pop up everywhere, every day. Are people increasingly entrepreneurial or do we just consume more ?

Creating a brand today seems easier than ever. There are so many tempting shortcuts available: Instant brand name generators, off the shelf logos, Chat GPT as your wordsmith, and out of the box websites up in. You can technically create a brand (and have a transaction ready website up) in under an hour. However, these quick fixes (like a tree which has rushed to put out all of its foliage without a solid root network) are not resilient for the long term. Our idea and perception of brand building in 2024 is warped not only by these modern tools, but because we see such a plethora of new brands online (giving the illusion that brands are and should be some sort of instantaneous ‘pop up’). New brands debut on our feeds, we discuss them for a little while and eventually we forget them, because good long-term brands aren’t made overnight.

Brands seem to constantly want to position themselves not just as the latest or best option, but as the ‘expert’ in their field. While fighting for people’s attention and preference, the general over exposure and over stimulation seems to miss the mark on trust.


Fast fashion and beauty have warped our concept of content and created misaligned trust, because they feel an obligation to consistently produce something new, reinvent themselves constantly to seek novelty at the detriment of something we all cherish: familiarity. Take Heinz for example, a 155 year old brand or even the younger Aesop who is soon to turn 40. A well-built brand stands the test of time, because instead of trying to race against the fickle clock of trends, it has learned to grow slowly and steadily with time.

So what advice would you give for young brands to last?

Be patient and be thorough. Do your research and figure out who you are before trying to express it. The truth is, just like us, brands don’t get a second chance at a first impression. But if you have dedicated the first phase of your brand’s life to mastering your craft, perfecting your skills and building the best possible products, you’re halfway there. Gain credibility and legitimacy, so you can be selective and creative. And that’s when you’re ready for introductions, preferably in person. Don’t fall for the modern trap that the attention of 500k eyeballs is better than the focus of 500, quantity should never trump over quality. What really matters is for people to meaningfully experience your brand, physically and personally, because that’s how they’ll remember it best.

So pop ups and physical events are still relevant in our increasingly digital world?

Very much so, and if you’ve taken the time to build your brand well, you get to be selective. It’s not about saying yes to every chance that comes knocking at your door, it’s about having a clear vision and the necessary focus to decipher a good opportunity from a bad one. Start locally, and pick wisely. People deserve to experience your brand first hand, that’s the most sensible way to earn your customers’ loyalty and learn from their feedback, because while trends fade, trust doesn’t.

Has growth been easy for Sowvital ?

It’s been a beautiful journey. Investing time and resources early on is what gives your brand the potential to thrive as a business (brand building and business building are two distinct disciplines). And that’s why Leslie (our very own Leslie David, you might have guessed it) and I took the time to craft the identity. We grew the brand together, with curiosity and care, mutual respect and common references.

So good growth also comes down to good collaboration?

Very much so, because good communication is key to convey your vision and craft it into a tangible, sensible brand. Never assume people have the same experience or understanding of concepts as you do. What is ‘classic’ to me, may be very different to what classic is to you, so I always make sure to express my ideas through visuals, mood boards and mock ups. Because the onus is on us to articulate our ideas well, before translating them to the world. And as a result, Sowvital’s identity is truly timeless. Timeless doesn’t mean playing it safe, it means building a strong core with room to grow. That way, other playful elements can be brought in to make each product stand out, and each expression count. Build your brand well from a seedling, and you might just grow a centennial oak tree.