SOW

Bridging branding design and architecture to craft a holistic vision for a healthy food restaurant

  • Whilst working at architecture practice Freehaus, me and the team were commissioned to create the brand identity, signage, packaging, and the interior design of Sow.

    Sow is a fast-food restaurant focusing on serving healthy and delicious bowl food in Soho, London.

    The name chosen by the client derives from the act of sowing seeds, underpinning the brand’s philosophy towards environmental consciousness.

    Having been involved from the very beginning, we helped establish the brand identity as well as the interior design. By bridging both disciplines we were able to craft a holistic vision that carefully balances branding design and architecture.

  • To align with the brand’s mission, the design ambition was centred on honesty and tactility.

    The logo’s circular shapes are harmonious and suggest values of integrity and wholeness, key to the brand’s philosophy.

    Drawing from the plaster, clay and terracotta used in the interiors, the colour palette features rich warm tones, soft nude hues and accents of black, which bring elegance and sophistication to the brand.

    A series of illustrations was designed to reinforce the provenance of the food offer and is featured across the brand’s business cards, packaging, signage and interiors.

SERVICES
Brand Identity, Signage, Packaging

CLIENT
Sow

TEAM
Architect and Lead Designer – Freehaus
Branding and Wayfinding – Ana Beatriz Fernandes
Photography – Tamin Jones

Eco-friendly takeout food packaging and utensils from SOW, including a coffee cup with a black lid, a paper bag, a bowl, a pink plate, a spoon, a fork, and a napkin, all with the SOW logo.
A hanging store sign with the text 'SOW' and a smiley face underneath, next to a flower box with purple and white flowers
Line drawing of an orange fruit with leaves attached to its stem.
Logo with the words 'sow' and a stylized bowl graphic, underneath the text 'natural bowl food'
Color palette with three circles labeled nude, black, and terracotta.
Line drawing of a figtree branch with leaves and figs.
Sketches of the logos feature drawings of two bowls labeled "sow." The larger bowl on the left is open, and the smaller bowl on the right is below the larger bowl.

Studies for the logo

New restaurant called Sow, offering natural bowl food, with a sign indicating opening soon and a hiring notice, located on a busy city street with pedestrians walking by.

‘Coming soon’ graphics on site

Business cards for 'SOW' restaurant, featuring minimalist floral line art and contact information.
Part of a room showing a wooden table, beige chairs, and a textured off-white wall with lower white wainscoting.
A brown paper bag carrying a SOW brand logo, a pink paper coffee cup with a black lid and the SOW logo, a clear plastic food container with a lid, a black spoon and a black fork, and a beige napkin with the SOW logo, all on a white surface against a plain background.
Interior of a modern café with wood tables, white chairs, a red accent wall, menu boards, and an open kitchen area in the background.
Interior of a cafe or restaurant featuring a wooden table, beige chairs, a mirror with a decorative leaf pattern, and hanging orange pendant lights.
Exterior of a restaurant named 'SOW' with a pink sign and an orange awning, outdoor seating with three white chairs and a black table, plants on the roof, and signage for whiskey, stout, craft ales, and natural food.
Street sidewalk sign advertising granola, fruit compote, and soya yogurt for £2.45, with an image of a yogurt bowl topped with granola and fruit.
Exterior of a restaurant named SOW with a sign that reads "Natural Bowl Food." There are outdoor tables and chairs in front, and a person in an orange apron is talking to someone inside through the window.
Decorative wall featuring a black line drawing of leaves and a glowing round light source.