How did we help?
Strategy
Naming
Conceptual brand development
Goal
To reposition and rebrand Pipers Farm as a future-facing collective brand.
Client: Edenmoor (formerly Pipers Farm)
Established in 1989, Pipers Farm was an award-winning online retailer, specialising in premium British meat and food products.
Due to a change in ownership and management, there became a need to rebrand and change the name of the business. C&W were appointed to develop this new brand identity to communicate their core values and continue to position them as a trusted destination for high-quality, traceable and delicious food products.
A brand outgrowing its roots.
Pipers Farm had evolved far beyond its origins as a single farm. It had become a network of carefully chosen British farmers, fishers and food makers, all united by a shared ethos: farming with respect for the land, care for animals, and a commitment to the nutritional value of the people they feed.
It was therefore time to review their brand identity—one that could honour its heritage while clearly signalling its transformation into something much bigger, more collaborative, and more meaningful in today’s quality food market.
Naming for a new era – Edenmoor.
Beginning with a strategic phase, we immersed ourselves in the business, its history, and its ambitions and helped shape a clear brief and positioning for the rebrand.
The naming process was extensive, exploring language, landscape, themes, values and meaning. The chosen name, ‘Edenmoor’ captures both place and philosophy. It evokes the wild, elemental beauty of the lands between Dartmoor and Exmoor—regions deeply rooted in the brand’s heritage. The word “Eden” introduces a powerful layer of meaning, symbolising harmony, abundance, and a thriving natural balance. Together, the name reflects a business grounded in the past yet looking ahead to a more sustainable, connected future.
Designing a visual identity for the future.
We explored the visual identity from lots of different angles and themes and developed a range of logo concepts. Following a staged edit process we ultimately created a design that retains the curved equity of the original logo while evolving it significantly.
The introduction of a dawn graphic brings a fresh symbol to the brand—representing renewal, daily rhythms of farming, and the promise of quality. The result is a modern, confident identity that feels both rooted and forward-looking, aligning visually with Edenmoor’s new purpose and positioning.
A brand reborn.
Edenmoor is more than a new name—it’s a platform for growth and collaboration. The rebrand positions the business as a leader in thoughtfully sourced, ethically produced food, while staying true to its origins. It creates space for the broader network of producers to be recognised and celebrated under one cohesive identity. With clarity of purpose, a compelling story, and a distinctive design, Edenmoor is equipped to connect more deeply with its audience and champion a better way of farming for years to come.
