An outstanding transformation for Standalone Farm

The farm, on the outskirts of Letchworth, has become a much-loved family attraction with many generations, but they wanted to update and enhance their visitor experience and got in touch with us to see if we could help. Their main goal was to keep up with modern leisure trends by offering more contemporary and enticing food facilities, special events organised throughout the year, better merchandising and more interactive and engaging areas for younger children.

Standalone is still a working farm so very early on in the project it was vital that we created a rustic, eclectic and authentic brand that kept the animals as the main attraction.

Despite the whole site being completely rebranded and redesigned, we wanted to give the impression that the work had evolved over a number of years and been carried out by the farmer himself and his team, as opposed to a branding consultancy. We created The Greenway Café brand as a standalone concept on the farm, meaning walkers, cyclists and others from the local community could come and enjoy a drink, snack or meal without necessarily visiting the rest of Standalone Farm.

From approval of our design concepts we had just four weeks to take the tired, non-descript environment and completely transform it into something vibrant, dynamic and warm. Working in both 2D and 3D on the branding and interior design elements of the project we created beautiful farmhouse style interiors, installed over 125 colourful and playful signs across the site, and translated the design concept consistently across all merchandise, staff uniforms, menus, marketing literature, as well as digitally on the Farm’s website and social media channels.

On opening day, hundreds of people queued to get in to the car park and there was a real buzz of excitement locally about the re-opening of Standalone Farm. While that excitement has continued, we’re particularly pleased with how The Greenway Café has attracted an increasingly growing number of visitors.

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