Goat Shed
Doubling basket spend for a G.O.A.T destination brand dedicated to food, family and farming. Bucking the trend of traditional farm shops to create the goat-est Norfolk destination of all time. Heroing the animals that started Goat Shed's journey, their brand and website now embodies all the fun of the farm.
Copywriting Digital design Photography Print collateral Visual identity Web development
Consumer goods Food & drink
Norwich
2025
Transform Awards Europe (Gold) Best visual identity from the farming and agriculture sector for Goat Shed
Nestled in the heart of Norfolk Countryside, The Goat Shed is home to some of the best regional produce, as well as a herd of lively goats. The business has many strands to its fur as a farm shop, country kitchen, artisan cheese maker, and holiday cottage destination.
The ambitions of husband-and-wife owners Sam and Caroline have propelled the business forward from a humble garden shed to a beloved farm-based venue in just a few short years. With those ambitions only growing and the major expansion of the farm shop and events programme in full swing, The Goat Shed needed a brand that reflected its growing offering and an experienced partner with the vision to match its owner’s aspirations.
There’s no place quite as gleefully goat-y as The Goat Shed. We put that personality into its brand, rammed with charm, cheekiness and an undeniable understanding of what it means to be the goat-est of all time. We aren’t kidding, take a look.
THE GOAT-EST NORFOLK SHED.
The brand needed to work harder across all ventures and become something children, adults and families could connect with – whether signposting the Maize Maze, labelling their hand-crafted, award-winning cheese or communicating big days out.
The team’s energy at The Goat Shed is like nowhere else, but their brand identity was at odds with everything we’d learned about them. Rather than being bold and punchy, their previous visual identity was staid and static.
From the newly bouncing bubble typography that forms the foundation of the visual identity to the playful goat illustrations that pop up across every touchpoint, The Goat Shed has a brave new look that could only be achieved with aspirational leaders at the helm of the organisation.
When you visit The Goat Shed you instantly feel welcomed and embraced by the allure of the countryside, and that sentiment was brought to life at the core of the new brand – the new Goat Shed logo. The playful goat horns and smile motif adorn everything from packaging to wall decals and shopping bags to social media and bring the playful side of the business to life.
The excitement of working with such a reputable design agency has filtered throughout our whole team and there’s a different energy now that we have our new and exciting brand — we’re all so excited and proud to be representing the new Goat Shed.
Sam Steggles, Managing Director
100%
growth on basket spend
68.2%
increase in profile visits
HEROING THE G.O.A.T.
Through revised brand language, The Goat Shed has claimed the term ‘The goat-est of all time’, redefining a popular phrase and injecting character and confidence into its tone of voice. In addition, we focused on defining and refining the core business values and service offerings to bring clarity to customers.
The Goat Shed is a business committed to building and embracing a community within its working farm—values communicated through its revised tagline: Family, Food, and Farming. The addition of a brand hero statement was created to help the team elevate and communicate the breadth of its expanding offering, cementing the Goat Shed as: The place to eat, shop, play, and stay in the heart of the Norfolk countryside.
A bold website with a clearer hierarchy and smoother user experience elevates businesses’ USPs. It will support the growth of Goat Shed’s commercial ambitions and be the gateway to future digital plans to bring The Goat online.
The whole team at The Goat Shed has seen the value of working with UnitedUs; we’ve built a close partnership that will continue for the long term, and we’re excited to continue herding goat-ness together.
The team have really helped capture our fun energy and turned the Goat Shed brand into something like no other. Luke has only ever been an email, call or breakfast away from a catch-up and I’ve really appreciated the level of support and understanding from the whole team, and I cannot thank UnitedUs enough for helping bring the Goat Shed to life. You guys truly are the GOATEST of all time!
Nicole Ewer-Woodley
108%
increase in event adoption
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