Durslade Farm Store begins with letterpress-led branding
The store was set up by Artfarm, the hospitality wing of the Hauser & Wirth art gallery. It is located on Durslade Farm in Bruton, Somerset, which was restored in 2014 and converted into a Somerset outpost for the gallery. The gallery's co-founder, Iwan Wirth, described it as a place where “all of our interests are brought together: art, architecture, landscape, conservation, gardening, nutrition, education, community”.
The food and community of this philosophy can be seen at the Durslade Farm Shop, which sells products made from ingredients grown on the farm and in nearby fields. Posts from other local Somerset businesses are also stored.
Otherway was keen to emphasize this commitment to the craft with a visual identity that “reflects the importance of things that are well done – down-to-earth, raw simplicity with modern elegance”.
They teamed up with Bruton book printing expert Kelvyn Smith to create the store's labels that forego imagery to create a sans serif face that draws attention to the ingredients. It is accompanied by a serif logo and a limited palette that the color of the honey (or soap, or canned food) can speak to.
Eventually, the studio hired photographer Elena Heatherwick to take close-up shots of the farm's produce, as well as documenting people picking herbs, making ice cream, and doing all of the day-to-day activities on the farm.
otherway.com