Succulent Strategy

We had already been working with Farmhouse Inns for a while when Greene King asked us to reposition and refocus the brand, so there was a little extra homegrown enthusiasm from our team to push Farmhouse to its fullest potential with a solid new strategy and fresh aesthetic.

Standing out from the crowd is essential, especially in the pub category. And with Toby Carvery already steaking their claim as ‘Home of the Roast’ it was important that we set Farmhouse down their own path that did so much more than Carvery, but instead created a “feast for the senses”.


Hand-crafted Personality

Proposition, values, personality and brand essence were all captured neatly and then whipped up into a home-cooked and easy-to-digest guidelines document that everyone could get behind – something that’s often overlooked, but essential when you’re working with multiple sites all over the country.

Along with a newly established brand strategy, we set out to build up a new look more reflective of the more accurate positioning. Every customer touchpoint was considered, from website, to menu design, social content and even roadside comms. Everything had to capture the new personality of Farmhouse Inns with clarity and purpose.

FHI CS 7 Illustrations

From slow-roasted ham, giant, fluffy Yorkshire puddings and cakes that are nothing short of gargantuan – so much of Farmhouse Inns offering is made from scratch on site in every pub – so we knew from the beginning that their comms should feel the same way. The typefaces were carefully selected so they showed individual brush-strokes. A suite of bespoke illustrations were hand-drawn to match the subject matter – and every promotional message was crafted with a specific hierarchy to capture quality cues and an emotive hook.

All of these components could then be arranged around incredible photography – that we shot on-site so we could guarantee each dish was cooked to spec by Farmhouse chefs first-hand. Capturing exactly what it’s like to eat and drink at a Farmhouse Inn, with the family-focus and heart-warming food taking centre stage.

PLATING it all together


The messaging itself amplified everything Farmhouse is proud of with those key seasonal moments and all-important offers. Think fresh pub classics, key date activity like Mother’s Day and “Kids eat for £1” - all playing their part in magnifying what’s important to each and every Farmhouse Inns site.

Photography featured in most comms, but each poster opportunity and social post was considered along with the guest journey to ensure the highest engagement & impact - it’s all about purpose and balance.


As well as static executions and printed comms, we’ve created animated assets and full video production to capture the magic of a proper family meal at Farmhouse – not to mention several visits from Santa himself in more than a few Christmas video & photo shoots (complete with elven magic).

Along with a fresh look, new campaigns, a focused strategy, we’ve also completed plenty of behind the scenes team engagement pieces, from animated guides and to instructional videos and even a glossary of terms – just to help every team across Farmhouse Inns estate get on board and fully embrace their fresh identity.