A young business whose ambition is to be the go-to destination for escaping the city, slowing down and feasting. The founders organise supper clubs with imaginative and delicious dishes, host luxury weekend stays and run cookery demonstrations from their farmstead in Suffolk.
Husk’s brand needed to stand out in a crowded field, while feeling true to the founders’ vision. The brand sits within a space traditionally dominated by safe visual identities centred around green colour palettes. It was a tactical opportunity to move beyond these restraints. The brand toolkit needed to be simple to use, as initially the founders would be handling some of the design applications.
The brand colours evoke the dry landscape in Suffolk, where Husk is based, while feeling approachable and balanced. The palette was carefully chosen so that all the colours can work together, avoiding clashes, in the hands of non-designers.
We ran a series of workshops with the founders using a brand strategy framework. This then drove all messaging and creative development. We also performed a thorough competitive audit in order to create a visual identity that did not look like all the competitors.
The name Husk is linked with hares - “a husk of hares” - and with crops. The whole brand concept is “rooted in rural,” in line with the founders’ desire for their business to respect the environment and land that they rely on for much of their produce. We created a brand mark that combined a hare’s paw print and an ear of corn to represent harmony with nature.