The Challenge

Direct-to-customer farm sales need trust before taste. Packaging had to signal place and quality while leaving room for weights, allergens, and batch detail.

My Mandate

Build a system a small team could apply across estate products without hiring a studio for every new SKU.

Anchor identity in place

Falstaff Farms is a working estate in Herefordshire: pasture, walled garden, trout, cider, honey, and seasonal produce sold through falstaff.co.uk. The scope covered logotype, palette, illustration style, and packaging architecture for current and future SKUs. Farm brands often default to generic rustic clip art. We anchored the system in a Herefordshire seal and repeatable packaging panels so heritage read as credible, not costume.

Build illustration and mark together

Pencil illustration language for windmill, trout, orchard, and wildflower motifs carries across packaging and estate touchpoints. Logotype lockups in label, official, and inverted treatments share the seal so one mark works on shelf edge and farm signage. We tested contrast and legibility at label scale before locking palette and typography specs the team could reference in-house.

Mark and illustration language

Herefordshire seal, logotype lockups, and pencil motifs used across estate touchpoints.

• Falstaff Farms logotype lockups with Herefordshire seal: Logotype lockups
• Falstaff Farms pencil illustrations of windmill, trout, orchard, and wildflowers: Illustration language

Ship packaging that scales

Retail packaging for trout fillet, apple cider, and wildflower honey share panel structure: illustration band, product name, regulatory block, estate stamp. New SKUs inherit layout discipline instead of one-off comps. Color and typography reference spreads document RGB values and voice so the next product line does not restart from scratch.

Retail packaging

Estate products sharing panel structure and illustration band.

• Falstaff Farms fresh trout fillet packaging design: Fresh trout fillet
• Falstaff Farms fresh apple cider bottle label design: Fresh apple cider
• Falstaff Farms wildflower honey jar label design: Wildflower honey

System specs

Palette and typography reference the team uses to extend SKUs in-house.

• Falstaff Farms color palette with RGB and hex values: Color palette
• Falstaff Farms typography and brief introduction spread: Typography and brand voice

Outcome

A repeatable packaging system anchored in a Herefordshire seal. A lean estate team can extend SKUs without losing voice or layout discipline.

Closing Insight

The system worked when the estate team could add a SKU without reopening the whole brand debate.