Under Rocks

Brand Consultancy 


"Under Rocks turns brands into culture.

Or is it the other way around?"


Everything to seed and grow a brand.

"one of the pioneers"
Terence Parris. PUMA & Diversity Consultant.


Under Rocks creates, develops and positions some of the world's most innovative and unusual brands –it has a unique ability to position beer and spirits in a lifestyle context.  


Under Rocks creates industry recognised tools for growth and revenue development at all stages of a brands evolution without it losing its original essence or fan base: its "spark." 

       Activate brand ambitions and growth with aligned and  consistent strategy

       Nurture loyalty with interactions that treat fans like friends  instead of customers


       Ensure interactions resonate with one unified, distinct and  clear voice


       Benefit from 25+ years of global experience, best practise  intel and insights


Founded and directed by Sarah Feeney

A remote live-work pioneer with a base in London, a neighbourhood agency with global insight, a Northern Londoner.

Current clients and projects:

Sweet Gwendoline French Gin

Workers Whiskey

the modernist society



track record

Hand-picked by VICE Media to launch its beer in NYC

Entrenched brands into the local culture of 75 global cities 

5-years Global Head of Entertainment Marketing at PUMA International

Subject of BBC documentary about brands and sub-culture 


Terence Parris

Sports Brands & Diversity Consultant. PUMA 

“People believe that the brand she is working on, is talking personally to them.

I would highly recommend Sarah in roles that aim to bring brands to life”

brand marketing services

Everything needed to start, reboot or grow a brand, from brand books for brand creation and development, through to marketing strategy for sincere growth.


Under Rocks offers seven services in a simple step-by-step process available individually or as bespoke packages.

Start at the beginning, fill gaps in thinking or have someone else create industry recognised tools...so you don't have to.


Step 1.

A great place to start.

An hour-long mentoring session about all things brand. How can Under Rocks help?


Step 2.

A 3-hour workshop to define, develop and refine your brand


Step 3.

The foundation to a strong brand

 at any stage of its evolution 


Step 4.

Engage fans with high-performing content that tells your brand's story


Step 5.

Be an authority with editorial-style writing by published writers

Step 6.

Bring internal documents to life or choose photography for consumer facing photo stories


Step 7.

Get ready to launch.

A powerful way of aligning to core customers with more emotional connection 


Kevin Beyer 

KBOT Consultancy

"Whether it's creating a brand book, launch plan, developing social media content, or identifying collaborators, the results are smart, strategic, and on-brand."

under rocks is for you if:

the brand has a cult following but where's the growth? 

new teams need to understand –and value– the brands original spark or independent, organic approach  

you need industry recognised tools and documents for third party collaborations

your structure grew organically and needs making sense of as an organisation

fans struggle to navigate interactions, getting lost in silos  

there's a need for one unified voice; people in the organisation all describe it differently 

you're a brand or marketing manager, brand founder, entrepreneur, you're starting out, getting going, refreshing or growing

case studies

Read More >
Get Ready to Launch

Old Blue Last

–a beer by VICE Media

Read More >
Position Your Brand in New Markets

805 Beer

By Firestone Walker

Read More >
Build Your Brand Internationally

Sailor Jerry

A Global Culture Program

Read More >
Generate Content


Counter Culture Clothing Brand


Louis Lewis-Smith

Former Global Brand Ambassador Sailor Jerry


“A savvy independent networker who builds brands into culture - or is it the other way around?"


about sarah feeney


An illustrious career working on lifestyle and culture-based brands –was featured in the BBC documentary "Cool Hunters" on how brands infiltrate subculture for authenticity.


A remote live-work pioneer, has spent the last 9-years travelling the globe relentlessly.


Has a clear understanding of aesthetics, culture, lifestyle & influence and is contributor and marketing consultant to the modernist magazine and society, writer for counter-culture clothing brand T*S*P*T*R and her own website The Under Rocks Travel Project.


It's her keen editorial eye that designed, built and provided the photography for the Under Rocks Agency website.


A highly creative brand expert with a unique skill set in brand architecture, DNA, playbooks, culture marketing, brand books, growth and revenue development. 

Doing something because you have the urge to do it, inventing the reason after. 
Tony Wilson. Co-founder of Factory Records.
martin morris.jpg

Martin Morris

Creative Director New Era Cap


“Sarah has a rare and unique talent for brand and marketing strategy. She blends her deep love of culture, art and ideas with her huge experience in marketing to create campaigns that resonate strongly with audiences."


Malcolm McLaren

Cultural Icon


“She really is a very bright girl."

Under Rocks works with those making a valuable contribution to culture.
It operates with drive and intent and a commitment to working within the arts, design and independent publishing sectors. Have a look
Contact Under Rocks

Thanks for submitting!

u.r. creative projects 

Under Rocks is always up to something –a published writer & photographer for @themodernist and @tsptr, there is always plenty going on outside of the day job.

Read about the guest-editing of the modernist magazine here.

Visit the
u.r blog or follow photography projects and the Under 
Rocks travel guide @under_rocks_sarah_feeneyxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx