Cheyney's
Building a regenerative farming brand in a modern sustainability aesthetic
Successfully launched Cheyney's with distinctive brand positioning, achieving strong early community engagement and establishing credibility as a voice in regenerative agriculture.
Brief
A regenerative farming venture that didn't want to look like every other eco/sustainability brand
Cheyney's is a regenerative farming venture based in Hertfordshire, using soil-restorative methods that go beyond conventional sustainable agriculture. They wanted a brand identity that reflected their regenerative approach, but didn't look like every other sustainable eco-farming brand. The category was crowded with earthy palettes, hand-drawn typography, and the same visual references. They needed positioning that felt grounded in tradition but contemporary and commercially confident.
Insight
Authenticity through visual cliché makes no brand authentically distinctive
Cultural research into the sustainability and regenerative farming categories revealed visual saturation. Every brand in the space was using a similar palette of muted greens, browns, and creams, with rustic typography and hand-illustrated marks. Authenticity was being communicated through visual cliché, and as a result, no brand was authentically distinctive. The insight: stand out through bold confidence, not soft authenticity. Cheyney's needed to look like it belonged to its values, not its sector.
Build
A contemporary aesthetic and identity that broke the category default
A vibrant brand identity that referenced traditional farming aesthetics through a contemporary lens. A confident colour palette or bold orange and blue that broke from the category default. A rustic-minimalist visual system that read as both grounded in tradition and intentionally modern. Marketing assets across print and digital that extended the brand into real-world applications. A website that brought the brand identity to life and supported customer engagement.
Distinctive positioning that strengthened market presence
A sustainable farming brand that genuinely stands apart from the category. Strengthened market positioning, increased customer engagement, and a brand system Cheyney's continues to extend across new product lines and applications.
Testimonial
"A bold, vibrant brand identity that sets us apart from traditional sustainable farming brands. The creative strategy, marketing assets and website have all strengthened our positioning and customer engagement. Professional, insightful, and highly collaborative."
Max Dudley, Cheyney's