We started with mood boards to identify the vibe and style. They wanted a rustic feel with rich textures conveying elegance and a touch of down home.
For the mark, we landed on a hand held hoe, the variety used for a kitchen garden. It was illustrated in the style of an antique farm catalog and juxtaposed with modern san serifs.
We created a library of images to use in posts, invitations, emails and other communications. Instead of using composed plates we decided to make ingredients the hero. I shot about 60 different staples including vegetables, cheeses, breads, spices and meats. These are a handful of my favorties.
The farmhouse folks used WordPress to distrubute details for events, sharing menus, and accepting reservations. I designed a single page theme to house their posts with a sign in road block to keep it exclusive.
Art Direction, Design and Photography