All too often, our foods are so overly processed that what ends up on our plates bear little

resemblance to the ingredients from which it was derived. This creates a gap between food and the people who consume it - a cognitive 'disconnect'.

Our challenge was to reinforce the idea of fresh ingredients in a memorable way, and create a

dynamic identity that would communicate their core brand philosophy.

The Farm Dubai is a restaurant on the outskirts of Dubai that boasts truly organic cuisine. Using only freshest ingredients, The Farm doesn't just make food, but harvest it from their own, homegrown crops.

They required a corporate identity that reinforced this simple, back-to-basics culinary philosophy and reflected not only the rustic nature of their ambiance but brought the concept of fresh ingredients to the attention of diners.

Using hand sketches to reflect the idea of hand-made, back to basics cuisine, we created design elements that highlighted the individual raw, unaltered ingredients to reflect The Farm's focus on freshness and quality.

The Farm has experienced unprecedented success, and is often booked up to two weeks in advance.