The Farmer’s Dog needed a visual identity that felt more like its own world. Up until then, the brand had relied heavily on Hawkstone’s colours and typography, which meant it lacked a clear visual language of its own. The challenge was to create something that communicated provenance, quality, and hospitality more clearly, while making The Farmer’s Dog feel like a proper British pub and a destination people would want to spend time in.

We grounded the identity in the pub itself: its physical setting, its back British farming ethos, and the experience of being there. The colour palette was informed by the space, while a mix of serif and sans serif type helped balance tradition and modernity. Craft-led graphics, including lino-cut illustration and industrial signage references, added texture and a sense of hard, thoughtful work.

The photography direction was intentionally natural and candid, bucolic, familiar, and unforced, capturing daily rituals, hands at work, and moments that felt like a genuine glimpse into life around the pub.

The result was a warmer, more distinctive identity that felt more aligned with the pub’s own world and better equipped to support the wider brand across print, digital, and physical environments. I led the project from concept to delivery, across art direction, web design, and stakeholder presentation.