Purpose Projects: Soul Farm

As a Certified B Corp, supporting local, sustainable businesses is something that’s very important to everyone at Kingdom & Sparrow. Every year we take on a local client that sits outside our usual realm of food and drinks branding and packaging, and create purposeful work that contributes to our local community.

Earlier in 2024, we worked with the Soul Farm, a 3.5-acre market farm growing seasonal organic vegetables in Flushing, across the water from us in Falmouth. Their mission is to make healthy food accessible to all, regardless of income and background, as well as restoring local people’s relationships with the land. They cultivate vegetables using no dig methods and have always been committed to connecting the community.

Soul Farm came to K&S ahead of their Community Shares Campaign – a crowdfunding campaign to help them expand and meet the demand for local food grown using ecological principles by inviting the community to become a co-owner of Soul Farm. They were looking to raise £100k to create more covered growing areas, allowing for higher yield and more winter growth, which would in turn allow them to feed people with food insecurity, as well as feeding more people overall and allowing for more community engagement. This would also ensure they were able to use less intensive and more regenerative farming techniques.

The project came in two parts: to develop a campaign brand as a sub-brand of Soul Farm, that better evoked the sense of a food revolution, radical growing, and the creativity of the farm and its customers; and to revise the Soul Farm brand. From new logos, fonts and illustrations, to social assets and posters, we crafted an impactful sub-brand that revolutionised the Soul Farm brand and helped them to far surpass their target.

Soul Farm raised just over £250k over the course of the 90 day campaign, with over 140 investors, and continues to be a hub of our community.

“Before starting Soul Farm I worked in advertising and branding. Kingdom and Sparrow’s creativity and execution is top top notch. We gave them an open brief and licence to go wild and they did a great job. In particular I loved the new Soul Farm font inspired by the lines of crops in the field.”
Laurence Jarrett-Kerr, Founder