Vallis Farm, Somerset
Vallis Farm is a regenerative, community-driven enterprise in Frome, Somerset, encompassing food production, craft, events, and eco-stays. I developed a flexible brand identity system to reflect its 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 color 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.
Brand Identity / Brand Guidelines / Website / Print & Social Designs / Ongoing 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.
Photography by Dave Watts
