Rackery Farm Shop
Branding & website design for an independent farm shop and café
Industry
Farm shop • Café • Hospitality • Independent retail
Brief
To create a calm, considered brand identity and website for a new independent farm shop and café — one that reflected the heritage of the family farm, celebrated local produce, and positioned Rackery Farm Shop as a welcoming destination for the local community.
Deliverables
Brand identity • logo suite • colour palette • typography • brand guidelines • supporting brand assets • website design & build
Outcome
A refined, character-led brand and website that balance tradition with freshness — giving Rackery Farm Shop a clear, confident foundation to grow, evolve seasonally, and connect meaningfully with its community.
About the project
Rackery Farm Shop is a family-run business rooted in generations of farming at Rackery Farm, just outside Wrexham. While the farm itself has a long history, the farm shop and café marked an exciting new chapter - transforming a long-held dream into a physical space that brings people closer to where their food comes from.
As a new venture, the business needed branding and a website that felt established and trustworthy from day one, while still leaving room to grow, adapt and expand over time.
The Brief
The aim was to create a brand and digital presence that felt:
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Calm, warm and welcoming
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Rooted in heritage without feeling dated
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Premium yet approachable
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Flexible enough to support seasonal changes, events and evolving offerings
Alongside the farm shop and café, the website also needed to support ticketed events, takeaway offerings, and future experiences connected to the wider Rackery Farm setting.
Brand Direction & Strategy
The brand direction was guided by the story at the heart of Rackery Farm — generations of family farming, a commitment to quality, and a genuine care for local suppliers and the surrounding community.
Rather than leaning into rustic clichés or trend-led farm shop aesthetics, the focus was on creating a refined, timeless identity that felt quietly confident. A soft, earthy colour palette and considered typography were paired with delicate illustration, allowing the brand to feel grounded, natural and recognisable without overpowering the experience.
The result is a brand that feels trustworthy and established, while remaining flexible enough to evolve alongside the business.
Visual Identity
The visual identity centres around a flexible logo suite, calm neutral tones and subtle illustrative elements inspired by the land and produce itself.
Designed to work seamlessly across signage, packaging, menus and digital touchpoints, the identity supports a wide range of applications - from everyday café use to seasonal events and retail displays - without losing consistency or clarity.
Every element was chosen to feel intentional, understated and aligned with the values of the business.
Website Design
Alongside the brand identity, I designed and built a website that brings the Rackery Farm Shop story to life online.
The website balances warmth and simplicity, allowing photography, content and brand details to breathe. It provides clear navigation across the farm shop, café, events and takeaway offerings, while remaining easy for the team to update as products and seasons change.
Built with long-term use in mind, the site supports future growth - from ticketed events to expanding online offerings - without feeling overwhelming or over-designed.
The Outcome
The finished brand and website give Rackery Farm Shop a strong, confident foundation for launch and beyond.
Together, they create a clear sense of place - one that reflects the heritage of the farm, the care behind the produce, and the welcoming experience Jake and Larissa wanted to create for their customers.
Most importantly, the branding supports the business as it grows - allowing it to adapt, evolve and build lasting connections with the local community, without losing its sense of identity.
