West Lea Farm Shop
Brand Refresh, Packaging, Website & Collateral Design
It began quietly—a winter afternoon at Rachel Peppiatt’s kitchen table, mugs of tea in hand, discussing a humble flyer. But behind the simplicity lay something deeper: a shared respect for the Hampshire landscape and its community. Rachel had taken stewardship of West Lea Farm Shop, an Alresford landmark rooted in tradition, determined to nurture it into something extraordinary—a vibrant hub where stories of local producers and their connection to the land could flourish.
More than a farm shop
Situated gently between bridges and framed by historic watercress beds, West Lea carries a quiet dignity, a testament to rural resilience. Rachel’s vision built gracefully on these humble beginnings, revitalising West Lea’s identity without losing sight of its heritage.
Honouring heritage, crafting the future
My role was simple: not to rewrite, but to distil. To craft an identity deeply rooted in the textures and tones of West Lea’s environment—muted greens reflecting the watercress beds, earthy palettes recalling the countryside. Hand-drawn elements and bespoke type gently balanced tradition with Rachel’s contemporary spirit.
Website: A digital reflection
The website was conceived not merely as a storefront, but as an extension of the shop’s physical space. Thoughtful imagery, subtle details echoing the landscape, and carefully curated storytelling invite visitors into West Lea’s unique world. It became a space for community narratives, producer stories, and quiet celebration of local bounty.
Packaging with purpose
In-store, the identity naturally extended to tactile experiences. Sustainable, understated packaging and carefully crafted signage celebrated the produce itself, drawing customers into the narrative at every touchpoint.
Outcome: From hidden gem to destination
The transformation was significant. West Lea flourished, achieving record sales, heightened footfall, and online growth. Recognition soon followed, culminating in chef James Martin showcasing the shop and its watercress on national television, sharing its story with a wider audience.
Reflection
Working with Rachel was more than design—it was an act of careful respect and intention. West Lea Farm Shop now lives as an invitation—to reconnect with the countryside, appreciate its rhythms, and quietly celebrate the community it sustains.
