UnitedUs subvert the bland image of frozen meals with their punchy identity for Farmyard Frozen
From the award-winning, three Rosette, Norwich-based restaurant Farmyard, comes their flavourful frozen range – set to hit stores locally in Jarrolds, in London and beyond. Working with the restaurant, founded by Chef Patron Andrew Jones, Brighton-based brand agency UnitedUs set out to clearly communicate that accessing quality food shouldn’t feel limited to connoisseurs. Instead, Farmyard Frozen aims to tap into a new wave of foodie consumers, with great quality fully-prepped meals for no-fuss dining.
With electric neon hues and contemporary typography bursting with attitude, UnitedUs devised a striking look for the range that challenges the antiquated images associated with frozen meals. This branding became a catalyst for a wider business revamp, as Co-founder and Creative Director Luke Taylor explains, “the project expanded to include rebranding the entirety of the business – both the restaurant and frozen sides.” As the two are mutually beneficial for each other, Taylor continues, “the frozen and restaurant businesses aren’t separate and shouldn’t be so for customers.”
Intending to draw in a younger audience, the visual language juxtaposes the traditional bucolic imagery conjured by the Farmyard brand name, and instead leads with an eye-catching pink logo and edgy wordmark. The mark is completely custom, designed to give a nod to Americana, as Taylor reveals, “it’s something that the owners have a personal interest in.” The chef’s knife sketch, which underscores the wordmark, further contributes to the rebellious spirit of the brand.
This continues throughout the considered typographic choices, with the gestural pen style of Christoph Zeugswetter’s Rough Marker providing textural, energetic qualities to the brand touchpoints. This is balanced by the stylish oldstyle serif of David Jonathan Ross’ Roslindale, a nod to traditional restaurant menus. “The food that Andrew creates is incredibly refined but with a personal attitude that elevates the dishes to a new level both in terms of flavour profile and aspiration,” Taylor 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.”
If the bold typography and colour didn’t catch your eye, then the copy certainly will. UnitedUs tied the brand together with direct, tongue-in-cheek slogans that embody everything the brand stands for. The bold visual and verbal personality is perfectly summarised in their headline message: “frozen never looked so hot.”