Vallis Farm, Somerset
Vallis Farm is a regenerative, community-driven enterprise in Frome, Somerset, encompassing food production, craft, events and eco-stays. A flexible brand identity system was developed to reflect the project’s evolving nature, anchoring two core brands, Vallis Farm and The Market Garden, along with sub-brands including Makers, Supperclubs, Camping and Veg Boxes.
The design combines organic typography, seasonal colour palettes and custom icons to create a cohesive yet adaptable visual language, supported by a warm, grounded tone of voice that celebrates craft, community and connection to the land. Work spanned marketing strategy and design across social, digital and print, alongside creative consultancy and campaign planning, delivered over a sustained period as the brand grew and evolved.
Brand Identity / Brand Guidelines / Website / Print & Social Design / Creative Consultancy.
Illustrations by Meriç Canatan
Tone of Voice
Vallis Farm is friendly, creative, trustworthy, democratic and inspiring. It should also be associated with excellence, deep-rooted environmental credentials and best practice.
The brand personality is grounded, warm, playful, confident. We can incorporate wit into the language and design but avoid anything too heavy-handed or zany, it’s important to avoid disingenuous wackaging which can be insincere and dates quickly.
Ethical and environmental credentials should run through everything but avoid a hectoring worthy tone. People need to connect emotionally to these ideas and practices not be nagged into them. Passionate advocacy rather than jargon or lecturing.
Overall the tone should be plain-spoken to mirror the grounded hands-on nature of Vallis Farm with considered elements of playfulness and poetry to convey the creative idiosyncratic nature of its ethos.
Copy by Jenni Doggett
Photography by Dave Watts
