Case Study: Agricola

If there’s one thing I love, it’s the convergence of good branding & fine dining. So naturally, when I stumbled upon this case study, I swooned pretty hard. Mucca recently branded a new farm-to-table eatery &, in this humble advertising student’s opinion, they did a fantastic job.


Mucca developed the dining concept, visual identity, interior look & feel, website, as well as in-restaurant materials for Agricola Restaurant. To me, this is a key to great branding: consistency & integration. It’s hard to get the “feel” of any establishment just right, but it’s even harder to have that seem “feel” trickle from the physical space into the web & beyond.

What struck me the most about this case was the spot on creative strategy. I’ve recently learned a lot about the importance of clearly defined deliverables for creative strategies, so I was impressed by Mucca’s simple creative concept:

“We began by defining Agricola’s unique assets: it has a community of local growers, a 200-seat location, and is in close proximity to its sister farm. From this foundation, we created a Community Eatery where authenticity is a cause for celebration. We developed a visual language that is both sophisticated and down-to-earth, as well as flexible enough to stay in sync with the seasons.

Agricola-Interior Agricola-Matches

Examining Agricola’s  brand,  their adaptable, welcoming yet refined aesthetic is evident throughout. This strategy is a shining example of how a strong creative concept can carry a company’s entire brand successfully.

I’m especially a fan of the visual imagery that Mucca created. The juxtaposition of the modern, bold typeface against the drawn natural scenes scattered throughout Agricola’s  identity perfectly encompasses all of the qualities discussed in the strategy.

Seasonal, authentic, sophisticated, & down-to-earth– sounds like a place I want to dine!  So, how fast do you think I can get from Boston to New Jersey…?


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