S. Thorogood & Sons

A brand identity for a family-owned, British wholesale fruit and veg business.

S. Thorogood & Sons is a family business that’s been growing and selling fresh produce since 1922. From turnips to tomatoes, beetroot to baby leaf, their wholesale markets offer an extensive range of produce grown with meticulous care and decades of expertise.

Selling across three historical market sites in London: New Covent Garden, New Spitalfields, and Western International, they needed a brand identity that celebrated the fact they’re one of the only wholesalers left who still keep their fingers green.

Farmers field
Stationery image

Typography has an essence of heritage with a classic serif typeface. Illustrations are reminiscent of traditional style linocuts.

market branding
in season flyer

Working with photographer Helena Murphy, we visited farms across Essex and Kent to capture to showcase the local produce and relationship S. Thorogood & Sons have with their suppliers.

lettuce farm
ipad design
social media design
postcard design
farm landscape
brand design

Brand identity, Print design, Photography

Photography: Helena Rose Murphy

London, UK

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