client case study
Thyme
Nestled in the heart of the Cotswolds, Thyme is a peaceful countryside retreat where a passion for food, the land and community converge. Its collection of lovingly restored heritage farm buildings is home to a boutique hotel, a Michelin Guide restaurant, Ox Barn, supplied by its own kitchen gardens, and a spa featuring nature-driven skincare from Thyme’s own brand, Bertioli.
Located within an Area of Outstanding Natural Beauty (AONB), Thyme places conservation at the heart of its philosophy, committed to restoring and preserving the natural landscape in which it sits, and caring for its water meadows, a designated Site of Special Scientific Interest (SSSI).
Camilla Hibbert, General Manager
“We had a great experience working with B·ABLE on our strategic sustainability review for both our brands, Thyme and Bertioli by Thyme. Mirry and Mia were fantastic to work with - insightful, inspiring, and genuinely collaborative. They helped our team not only celebrate the work that had been done already, but also sharpen our thinking and clarify our future direction, leaving us with a strategy we felt confident we could deliver. This project was a long time coming, and it was a joy to bring it to life with B·ABLE!”
Service: Sustainability strategy
Industry: Hospitality & Travel | Wellness & Homeware
Size: 50+ Employees
The Challenge
As a family-led business rooted in nature, heritage, and conservation, Thyme was founded on the principles of sustainability. However, the team wanted to more clearly articulate this ethos, fully integrate it across all business functions, and actively engage their people in bringing it to life - ensuring it remained front of mind in daily operations and an authentic part of every guest’s experience.
The Solution
Thyme needed a sustainability strategy to guide its efforts over the short and long term, and to provide a clear framework for tracking progress. We commenced the project by conducting a detailed review of peer sustainability initiatives across the hotel, restaurant, spa, and skincare sectors, building a comprehensive picture of industry trends, priorities, and emerging best practices.
In parallel, we worked closely with the Thyme team, to understand their existing initiatives, business objectives, and what mattered most to them now and in the future.
These insights were used to form the foundations of their strategy – a clear vision statement aligned with their brand identity and aspirations, supported by core values and defined sustainability pillars to provide focus and direction. From there, we collaborated with the team to translate the strategy into action, developing clear goals, assigning ownership, and identifying measurable indicators to track progress over time.
The Results
Thyme now has a sustainability strategy that firmly carries the brands care and conservation-led values into the present and future. It aligns their efforts with industry peers while staying true to their distinct identity and ethos. For a story-led and experiential brand like Thyme, it was vital that the strategy’s tone and structure reflected their unique character and philosophy.
The strategy provides a clear framework for action, helping guide decision-making, focus resources, engage their people, and measure their progress over time. With defined goals, ownership, and measurable outcomes, Thyme is now equipped to continue evolving its sustainability journey in a way that is authentic, structured, and true to its roots.
Looking to strengthen your sustainability focus and drive meaningful long-term action?
Get in touch to learn how we can develop a bespoke solution for your business – hello@bable.world.