Brand strategy and identity refresh for a growing local business
Pillars of Hercules
Pillars of Hercules is an established organic farm, cafe and rural destination rooted in sustainability, community and connection to the land. As the business evolved under new ownership, it needed a brand that reflected both its heritage and its future direction.
This was a full brand strategy and identity project designed to bring clarity, cohesion and long-term structure to a much-loved local business.
The challenge
Pillars had grown organically over four decades. What began as a modest market garden had expanded into a farm, cafe, shop, nursery, campsite and holiday accommodation.
With that growth came complexity.
The existing logo and visual identity, shown above, no longer reflected the breadth or maturity of the business. Visual elements had developed over time without a consistent system, and messaging did not fully communicate the values and ambition behind the brand. As the team looked to strengthen its position within the Falkland Estate and continue growing sustainably, it needed a clearer foundation.
The challenge was to create a brand that felt authentic to its history while providing the clarity and consistency required for the next stage of growth.
The approach
We began with strategy.
Through collaborative sessions, we clarified the brand story, purpose, vision and values, defining what Pillars stands for and how it should show up. We shaped a tone of voice that feels warm, grounded and community-spirited, while remaining confident and clear.
From that foundation, we developed a structured identity system designed to work across a diverse range of applications, from signage and packaging to digital and social content. Every decision was guided by the need for flexibility, clarity and long-term usability, ensuring the team could confidently apply the brand in-house.
The outcome
The result is a cohesive and flexible brand system that reflects the heritage and character of Pillars of Hercules while providing the structure needed for future growth.
A responsive logo suite was developed, combining hand drawn vegetable illustrations with a confident wordmark, supported by secondary marks and simplified digital icons for smaller applications. A grounded colour palette, balanced typography and custom illustration pattern bring warmth and consistency across signage, packaging, menus and digital platforms.
Photography was commissioned with a clear image direction focused on natural light, real moments and honest storytelling. The resulting imagery reinforces the authenticity of the farm and strengthens connection with the local community.
Comprehensive brand guidelines were produced to support the internal team, covering logo usage, colour, typography, pattern application and photography direction. The business now has a clear and practical framework for applying the brand consistently as it continues to grow.
