COUNTRY ROAD

Recipe
Written By Rachel Abad

BUILDING A SHARED PURPOSE AND EMPLOYEE EXPERIENCE ACROSS A HOUSE OF ICONIC BRANDS

Country Road Group (CRG) is at a pivotal stage in its journey.

With a restructure behind it and a renewed focus on cultural alignment, the organisation recognised the need to strengthen connection across its portfolio of brands – Country Road, Witchery, Mimco, Trenery, and Politix.

While employees feel deep pride in their individual brand identities, there was limited sense of a unified CRG purpose in late 2025 which the Bunch Agency team were engaged.

Supporting Bunch, we set out to uncover and articulate a shared organisational purpose, while also capturing employee experience aiming to connect brand pride to a cohesive identity.

Country Road Group offices, Richmond.

The project combined research, consultation, and creative development through:

•Workshops: Up to 16 facilitated sessions with approximately 100 employees across brands and functions, exploring connection to purpose, cultural values, and lived experience.

•Employee Experience Assessment: Quantitative survey and in-context insight gathering (including store visits and pop-up focus groups) to map critical touchpoints such as onboarding, recognition, and learning.

•Executive & Leadership Engagement: Interviews and alignment sessions with senior leaders to test and refine narratives and ensure cultural resonance.

•Purpose Narrative: Drafting, testing, and refining of unifying organisational purpose statements, supported by key messages and design-led communication assets.

DELIVERABLES

  • 16 x Workshops (in-persona and virtual)

  • 6 x ELT 1:1 interviews

  • Quantitative survey creation and distribution

  • In-store pop-up focus groups

  • Purpose narrative and key message frameworks

  • Employee Experience Assessment report

Rachel Abad
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