Farmyard

Farmyard elevates frozen food to level with gourmet restaurant dishes and the Brighton-based UnitedUs brand agency took on the challenge to deliver their image with a punch.

An americana-inspired custom “Farmyard” wordmark is seen in the brand’s loud pink and medium yellow colours. A choice of palette displaying the balance of soft and strong, which take presence throughout various ingredients of this brand identity including its typographical elements.

While Roslindale and Rough Marker are both used in header texts independently, more visual interest is brought out when both are used together resulting in a striking visual contrast of quick strokes and elegant lettershapes. In an interview with The Brand Identity, Luke Taylor, Co-founder and Creative Director of UnitedUs, explains:

The typography is a visual representation of that, with Roslindale providing the refinement juxtaposed with Rough Marker representing the electric attitude and handcrafted energy that Andrew and his team provide.

Combination of these type styles take position in several forms: A line of Roslindale text is overlapped with a line of Rough Marker. Two words are set in juxtaposed fonts sitting beside one another. And elsewhere, Rough Marker letters are singled out and dancing in an environment of Roslindale text using some good kerning game.

These playful typographical header treatments bring together the world of refined restaurants and quick frozen meals onto a single plane.

An amalgamation of visual push-and-pulls is grounded with body texts set in Neue Montreal and web menus in Instrument Sans. As a cherry on top, the Farmyard wordmark is cleverly woven into the background of crisp photographies to tie the branding identity design together.