Farm2Table‘ are a local Herts & Essex online butchers. We’ve been fans of their fabulous fresh local produce for a while and when they came to us to design their ‘magnetic van signs’ and ‘A6 branding cards’, plus a little bit of help & advice with their ‘logo’, we were more than happy to lend a hand!

Farm2Table Old logo by another designer versus Farm2Table New logo by Right Angle

In the past Tony from Farm2Table has used the graphic design contacts as recommended by his brother, who’s a London printer, but has never been totally happy with the final results. So, having met us at a recent Twitter charity event we were both involved with, he thought ‘he’d give us a go‘ and try ‘keeping it local

Let’s start with their old logo…

Tony was reasonably happy with their logo, and had invested lots of time and effort in it over the years, as it features strongly on their website: as well as their advertising and product packaging etc. So, we set about improving it without throwing the basic idea out with the bath water…

Farm2Table Old logo

Our first impressions were, ‘Great Name‘… ‘Farm 2 Table‘ it’s says what it does very clearly, the logo was quite distinctive, it was memorable, the the tractor icon and place setting are relevant and the colours are quite powerful. The first negative thing that caught our eye is that the knife is the wrong way round (easily fixed) and they wanted it to be clear to customers that they ran an ‘online butchers‘ only – ie. there’s no ‘farm shop‘.

Quite often, a ‘TWEAK’ is all that’s needed…

We thought that the title ‘your leading online butcher‘ would work well around the edge of the plate and if we changed the name from ‘Farm2Table‘ to incorporate the web address ie: ‘‘, it would save on having to use it twice on marketing materials and customers would be left in no doubt what the offer was! Also we didn’t quite understand the function or point in the rule, underlining ‘2 table’, so we removed that as well.

Farm2Table Old website header

As the ‘Farm 2 Table’ business has developed over the years, their offer has changed and they now sell quality fish and gourmet products as well as meat, so we changed their strapline from ‘Finest quality meat, farm fresh to your door
to read:

‘Fresh from the farm – delivered to your door‘

Farm2Table New logo by Right Angle

Here’s our revised logo… There’s still a few ‘niggly bits’ that we’ll be keen to get our hands on as the relationship develops, like the square central prong on the fork and some of the other square details on both the knife & fork. However, we think it works much better than the old logo and will now serve their business well as the offer is now clear!

On the magnetic van signage we introduced some quality food photography to link through to the images featuring on their website:

Then we carried the same quality food photography through onto the A6 dual branded postcards which are going to be given out to diners at some of the local restaurants where Farm 2 Table supplies the food produce:

Good design doesn’t have to cost the earth!…

Remember, quite often, a ‘TWEAK’ is all that’s needed to make the difference between something that ‘works‘ and something that ‘works really well!

Now that the quality of the ‘Farm2Table’ graphic design, matches the quality of the ‘Farm2Table’ product… the ‘SKY’S THE LIMIT!‘ ? … Watch this space as the story continues… next episode: hopefully, we’ll be ‘beefing up‘ their company brochure!

Sometimes business’s bury their heads in the sand, thinking… they’ve got a logo, it’s OK, it’s not great, but it’ll do. They worry about how much a new logo will cost them, they’ve possibly been stung, in the past, by some un-professional design service.

There’s really no need to worry, have your logo checked out for free, you’ve got nothing to lose & there’s plenty of valuable professional help & advice to be had!…