Diddly Squat Farm Shop
Project:
Branding
Overview:
Diddly Squat Farm Shop is the farm shop run by Jeremy Clarkson and Lisa Hogan, which features on the TV show 'Clarkson's Farm'. After watching season one of programme, I couldn’t help but notice the branding of the farm shop was almost non-existent, so I challenged myself to come up with a brand that would convey a message of what the farm is all about, with nods to references from the TV show. The branding needed to work primarily for packaging purposes as the designs would be applied to products sold in the farm shop.
All the products are produced either on Diddly Squat Farm or by their neighbours in the Cotswolds, so a strong message of home grown needs to be conveyed in the branding. The shop has a very rustic, country vibe going on so the designs needed to fit with this styling. As the shop is famous because of its owners, reference to them needs to be included in the branding, in particular keeping certain phrases or items that are popular in the show.
Moodboard
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To generate ideas, a moodboard was necessary to pull together styles that I thought would work with the branding, taking inspiration from the TV programme and my knowledge of the countryside and rustic styling.
Brand mark​
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Below are a range of options I created for different brand marks to complete the logo. All options were based on events from the TV series, and I decided the tractor was the best option, because of the references in the TV show but also the purpose a tractor has on this farm.
Logo​
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The tractor with the leaf appearing from the flute portrayed the message of home grown the strongest however it looked too clean with neat straight lines. A jagged edged was added to the outline and a font was used to match this style, strengthening the message of home grown further.
Icons and patterns
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In the TV series the products are referred to as their literal terms, milk = cow juice, honey = bee juice. Keeping with these product names, so the brand personality shines through, they needed an icon creating to match this fun element of the brand. The icons of the cow and bee were created to the match the same style of lines used to create the logo, tying the brand together.
The duplicated pattern is created from the leaf in the logo, adding texture and again adding to the rustic feel when applied to product packaging.
