Eastgate Larder is a new company that produces handmade preserves from its own orchard of Medlars, which grow an ancient fruit that is rare in northern Europe. It approached Ave to work with it as a branding consultant, and to collaborate on the development of its brand position and proposition. Following strategic development, we were further commissioned to create a full visual identity, including packaging design and an e-commerce website.
We felt that the Eastgate Larder brand should communicate the handmade, artisan craft of its products, without being twee or contrived. We juxtaposed pen and ink illustrations of the Medlar with bold, minimal graphic devices and typography, in order to combine modernity with an old-world feel, and capture a sense of fine and rare quality as well as handmade craft. The brand has rolled out onto the packaging for the first series of products. In addition, we designed and built an e-commerce website which not only sells products through an online store, but also allows the brand to communicate and interact with its audience through recipe sharing and blogging.