2013 Winners & Shortlists

THE FARM

Silver
Client/BrandAL BARARI
Product/ServiceORGANIC RESTAURANT & SHOP
EntrantFP7/DXB Dubai, UNITED ARAB EMIRATES
Type of EntryDesign
CategoryCORPORATE IDENTITY SCHEMES
Entrant Company FP7/DXB Dubai, UNITED ARAB EMIRATES
Advertising Agency FP7/DXB Dubai, UNITED ARAB EMIRATES

Brief Explanation

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 Brief

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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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

Credits

Name Company Position
Mustafa Kawtharani FP7/DXB Graphic Designer
Mustafa Kawtharani FP7/DXB Art Director
Spiro Malak FP7/DXB Business Director
Ryan Atkinson FP7/DXB Head Of Design
Bana Salah FP7/DXB Graphic Designer