Fable & Farm is a holistic farm-to-table restaurant with a seasonal and organic focus. Tucked away in British Columbia, they serve delicious, local grown food to food lovers who care about their meal’s journey.
This was a passion project for which I aimed to create a comprehensive brand identity for a new Farm-to-Table restaurant concept that encompasses a farm, a restaurant, and a market.
Brand Strategy
Brand Naming
Brand Identity design
Brand Collaterals
Hospitality
To kick things off, I dug deep into what makes Fable & Farm tick. I gathered 15-20 attributes reflecting their culture, customer base, and unique voice. Then, I noticed a pattern: certain attributes kept popping up, sometimes two or three times across different categories. This led me to create clusters for each category, helping to streamline and sharpen the brand’s identity.
The process was all about distilling these attributes into a clear and systematic design. I 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.
Photos in the stylescape are not mine, they were collected from Pinterest, Google and Unsplash
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.
I wanted the logo and visual elements to incorporate aspects of traditional farmland iconography with a modern twist. So I 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.
This brand pattern features hand-drawn vertical stripes in a black and cream color scheme, creating a rustic yet refined look. The slightly imperfect, organic lines echo the farm-to-table ethos of “Fable & Farm,” emphasizing authenticity and a handcrafted feel.
We created custom stickers for “Fable & Farm” as a way to amplify the brand’s message in a fun, memorable, and visually appealing way. Each sticker is designed to embody the core values of the brand—sustainability, community, and authenticity—while adding a touch of personality that makes the brand relatable and engaging.
We’re an independent Branding & design studio based in Toronto, Canada, serving worldwide: Logos, identity systems, web design and illustrations for e-commerce, lifestyle brands.
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