Westlands Farm is run by Graham and Kayleigh Collett, a family of second-generation farmers, and produces seasonal fruit as well as rearing cows and sheep. Their farm produce is sold in the shop along with a range of other local products, and they had seen such demand for new items during lockdown 1.0 they decided to invest in a large-scale redevelopment of the shop.
The project included a complete refit of the existing shop, new product lines and a big focus on sustainability, reducing packaging and creating dedicated areas for refilling cleaning products, milk, pasta and grains.
I was involved at every stage of the redesign, from initial concept, consideration of the brand and visuals that support their values, to shop design and customer flow, product placement and visual brand design.
It is a business which stands for family, heritage and quality, placing importance on supporting their local community and the environment too. We included all this in the new logo and imagery for the shop, which brings in gorgeous shades of green, blackberry and plum and flows from signage, packaging and uniforms to the company website and social media channels.
Every element of the customer journey has been considered, from parking as they arrive to staff interaction at the till. It is all aimed at encouraging customers to spend more time in the shop, to visit again and recommend it to others. The customer experience is paramount!
I enlisted the help of Alison Evans, a fabulous friend and ex John Lewis Operations and Design Team Manager, to support the shop fitting and layout design, along with the very talented Tam Goldsmith, The Brand Designer, to create a beautiful logo and other brand elements for the Westlands Farm Shop. Having creative oversight with such a strong team supporting me was a fantastic collaboration, and together we have been able to really bring the ideas behind the farm shop redesign to life.
