A DIFFERENT ANIMAL

A DIFFERENT ANIMAL

The Team

Chris Booth

Partner

The Team

Chris Booth

Partner

Thesis

Great brands are born wild

It's not enough to just be good. The best know how to be wild: native, instinctive, coherent, and very much alive. So we're on a mission to back the wild ones. We work from that instinct and build from there to turn companies with unexpressed potential into breakthrough brands.


A different animal

Creative agencies spark brands but can't run businesses. Consultancies write plans but won't bet on them. Investors write checks but stay outside. Friendly Beast is different. We invest, operate, and create together.

Marrying brand and business

We help brands transform through a combination of capital, strategy, AI deployment, and creative. The brand is the strategic lens for company decisions, we work to a thesis, and engage as operating partners alongside founders and top management.


A brand-led value creation company

We are a small team of operators who have transformed, built and sold consumer brands to LVMH, Cassius, Kima Ventures, and Bending Spoons.

Great brands are born wild

It's not enough to just be good. The best know how to be wild: native, instinctive, coherent, and very much alive. So we're on a mission to back the wild ones. We work from that instinct and build from there to turn companies with unexpressed potential into breakthrough brands.


A different animal

Creative agencies spark brands but can't run businesses. Consultancies write plans but won't bet on them. Investors write checks but stay outside. Friendly Beast is different. We invest, operate, and create together.

Marrying brand and business

We help brands transform through a combination of capital, strategy, AI deployment, and creative. The brand is the strategic lens for company decisions, we work to a thesis, and engage as operating partners alongside founders and top management.


A brand-led value creation company

We are a small team of operators who have transformed, built and sold consumer brands to LVMH, Cassius, Kima Ventures, and Bending Spoons.

Method

rewild

rewild

01

Get in trouble

Purpose

Most companies have unique challenges. Most can describe them. Few can name the pattern underneath them.

We look for the pivot points that are slowing momentum - commercially, operationally, and humanly -  and we turn that into a small number of decisions that matter.

Our Methodology

Deliverables

Outcomes

01

Get in trouble

Purpose

Most companies have unique challenges. Most can describe them. Few can name the pattern underneath them.

We look for the pivot points that are slowing momentum - commercially, operationally, and humanly -  and we turn that into a small number of decisions that matter.

Our Methodology

Deliverables

Outcomes

02

Define Next

Purpose

We sharpen the brand into a strategic idea then translate it into a direction the business can actually execute.

We quantify opportunity, pressure-test scenarios, and commit to the few moves that unlock the next chapter.

Our Methodology

Deliverables

Outcomes

02

Define Next

Purpose

We sharpen the brand into a strategic idea then translate it into a direction the business can actually execute.

We quantify opportunity, pressure-test scenarios, and commit to the few moves that unlock the next chapter.

Our Methodology

Deliverables

Outcomes

03

Fall In Love

Purpose

Strategy works when people want it.

We help teams commit to a future worth executing, and break it into work that’s specific, owned, and doable. The brand becomes a shared language.

Our Methodology

Deliverables

Outcomes

03

Fall In Love

Purpose

Strategy works when people want it.

We help teams commit to a future worth executing, and break it into work that’s specific, owned, and doable. The brand becomes a shared language.

Our Methodology

Deliverables

Outcomes

04

Create Leverage

Purpose

We create the conditions for the change to succeed.

We reallocate resources, raise additional capital if needed, unify data, forward deploy LLMs to automate workflows, and redesign the organization so the company can scale without adding unnecessary headcount. We also connect our network of best-in-class experts who help plug the internal gaps.

Our Methodology

Deliverables

Outcomes

04

Create Leverage

Purpose

We create the conditions for the change to succeed.

We reallocate resources, raise additional capital if needed, unify data, forward deploy LLMs to automate workflows, and redesign the organization so the company can scale without adding unnecessary headcount. We also connect our network of best-in-class experts who help plug the internal gaps.

Our Methodology

Deliverables

Outcomes

05

Get Moving

Purpose

This is where we make the strategy real.

We embed with the team, drive the first big moves, and implement the tools and cadence that keep momentum alive.

Our Methodology

Deliverables

Outcomes

05

Get Moving

Purpose

This is where we make the strategy real.

We embed with the team, drive the first big moves, and implement the tools and cadence that keep momentum alive.

Our Methodology

Deliverables

Outcomes

Engagement

MODELS

MODELS

Venture

Duration

12+ months

We invest in emergent consumer companies with category-defining potential.

We operate inside on a light retainer for a minimum of 12 months.

We invest in one to two companies per year.

Venture

Duration

12+ months

We invest in emergent consumer companies with category-defining potential.

We operate inside on a light retainer for a minimum of 12 months.

We invest in one to two companies per year.

Operating Partner

Duration

6+ months

We help mature companies from $10m-$100m in revenue re-engage with what makes them wild and dangerous.

We do retainer-based work embedding with leadership on brand-led value creation strategies from insight to deployment.

Operating Partner

Duration

6+ months

We help mature companies from $10m-$100m in revenue re-engage with what makes them wild and dangerous.

We do retainer-based work embedding with leadership on brand-led value creation strategies from insight to deployment.