ShopTalk recently redesigned Chase Distillery's annual Rock The Farm Festival branding. Alongside the identity, the studio created a bespoke typeface, Spud Sans, which celebrates the potato and is completely ownable by Chase.
The new font was developed using old-fashioned potato-printing techniques, before being refined digitally. The resulting alphabet has a truly homespun feel but is clean and clear-cut, so it can be used effectively across event and directional signage.
"At Chase Distillery, everything starts with the humble spud, so we felt it was important that the new brand and identity did too," explained James Wood, ShopTalk's Co-founder and Creative Director. "We took inspiration from the stencilled potato crates, jute sacks and enamelled signs that can be found all over Chase Farm, and devised a unique typeface using potato carving."
The main logos for Rock the Farm and Chase Cup are in a serif font to achieve stand-out, but have been given the potato-print texture to maintain brand cohesion, and Spud Sans appears on posters, lanyards, digital platforms, promotional material and wayfaring signage. Collages on promotional posters introduce British iconography, including the Union Flag, as well as images of musicians, mixologists and potato plants, bringing together all of the festival's essential ingredients.
"Having previously created the brand and packaging for Chase Potato Vodka, we had already established that Chase is nostalgic and proudly British, with a strong sense of integrity, so it was important that the additional collateral communicated all that to Rock the Farm festival visitors, too," James added.
Images: Courtesy of ShopTalk