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How to strike a balance between sophisticated, playful and natural in food branding, with Fed & Watered

Being based in Scotland (Oliver in Edinburgh and Orlando in Glasgow) the studio regularly works with Scottish businesses, embracing the traditional visual vernacular of the country, while tapping into its rich creative network. For a recent rebrand of Gandfoli, a family restaurant based in Glasgow opened in 1979, the pair explored Scotland’s legacy of sign painting, injecting the restaurant with a sense of “reverence”. They enlisted the talents of sign painter Erin Bradley Scott, to restore and recreate the original hand-painted lettering signage into custom typography, which was then used across both the brand and shopfront.

As a two-person studio, collaboration is a key part of Fed & Watered’s approach. But not only is working with so many other creatives a logistical step for the studio, it’s one that they believe brings great variation and energy to their work. Alongside sign painter Erin, for the Matka Ferments brand the illustrations of the fermentation process were brought to life by the designer and illustrator Stewart Armstrong. Other recent projects have seen them work with the illustrator Jack Fletcher, who lent his work to their project with Wild Wine, visualising unique production methods of the beverage, and the artist Nick Dahlen on their MacMillan spirits, whose label artworks captured the “essence” of each of the distiller’s spirits.

Ollie and Orlando hope that their work doesn’t only make memorable businesses, but also highlights how impressive Scotland’s culinary landscape is. “Scotland is a great place for independent hospitality businesses, and we think it’s super important that we all support and use our independents, or we lose them,” Oliver says. It appears they themselves have crafted the perfect recipe for studio success, paying attention to craft, keeping things small, and collaborating with some of the best homegrown talent. Clearly, Fed & Watered proves that bigger doesn’t always mean better.

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