The process was all about distilling these attributes into a clear and systematic design. We focused on three key categories: voice, feel, and impact, selecting one main attribute and three supporting ones for each. This approach, inspired by story structure, helped ensure that the brand’s character, emotional impact, and overall influence were all in harmony.

From these clusters, themes like “Sustainable, Holistic, Artisanal” emerged, along with “Authentic, Engaging, Storytelling.” These elements guided everything from the name : Fable & Farm, which beautifully marries storytelling (‘fable’) with the source of the food (‘farm’), to the entire brand’s look and feel.

Bringing these attribute clusters to life meant translating them into visual and emotional design elements. The goal was to capture the essence of sustainability and the rich stories behind every dish served.

Colours were drawn from the natural hues found in the fields and gardens, with accents that suggest freshness and vibrancy.

We wanted the logo and visual elements to incorporate aspects of traditional farmland iconography with a modern twist. So we drew the modern farmhouse in the style of inked illustration to be used as a logomark reminiscent of a farm’s stamp or seal, signifying authenticity and care and customised a rustic, serif font.