Farm2Fork is an existing online retailer with a farm gate collection service specialising in beef, goose and lamb. All the animals are pasture fed in the traditional manner but the company as a whole has a very modern outlook.
The client already had a strong brand identity when they approached us with a view to developing their graphic signature and to produce some artwork for new promotional material.
We found much to like in the existing logo such as the stamp/brand effect, however we felt some of the elements could be changed.
To start with the supporting elements and straplines were altered to simplify their message. Next, we added animal illustrations to work as descriptive decoration and the strong grass element was reduced to gentle pasture. Finally, a couple of warmer green tones were added to soften the acid green.