Brand love at the Abergavenny Food Festival


It would be a bit of an understatement to say that moving to Abergavenny was a dramatic change for me. This picturesque Welsh market town a was far, far cry from my Los Angeles roots, my Brooklyn times, my London days. Everything is different - the slower pace and lack of sirens, the cows and sheep just kicking it in the field, the ruins of a castle not five minutes away from my front door.

Whilst I’ve grown to love it, there are things I miss. Like 24-hour diners that serve breakfast all day. Or a bowl of matzo ball soup from a Jewish deli. Or food trucks that sell carnitas tacos for $1 each. Or sushi sweet sushi. This came to the bitterest point one evening when my craving for Chinese food remained unsatiated because the both the Chinese restaurants in this idyllic town were closed on Mondays.

You may have noticed a theme above. As much as I miss the museums and culture, what I really miss, what truly makes my heart ache, is the food.

Once a year, however, all my woes fade way when the Abergavenny Food Festival is on. In addition to having my cake and eating pot stickers, lobster rolls and arepas too, I was introduced to some very cool brands with packaging that caught my eye and products that delighted my palate.


The Pembrokeshire Beach Food Company is so just so gorgeous with each detail, from typography to illustrations to a minimal colour palette to fish shaped die-cuts, designed to tell a story that weaves together Welsh heritage and lore.

Nonsuch Srubs.jpg

Nonsuch Shrubs is a range of drinking vinegars. An ancient recipe that have been reimagined for a modern audience, these elixirs mix infusions of fruit, herbs and apple cider vinegar for a new drink experience. Not only was I excited to be able to actually enjoy apple cider vinegar, but the branding made me ooh-and-ahh. Ritual-inspired illustrations + jewel tones + shiny = Brand Design Love.

Hundred House Coffee.jpg

Hundred House Coffee has a great story - not only in regards to how they roast their coffee in a converted barn in the rural hills of Shropshire, but also in how they ‘support the arts through industry.’ In their own words, “We work with a variety of artists and designers – allocating a portion of our profits to art and design initiatives. Our collaborations include working with public galleries, along with art and design entities, to create spaces that invite social and cultural dialogue, coupled with great coffee.” Yes. Yes. Yes. Love. Love. Love. (Plus, there’s something I super dig about their ink stamped packaging design.)

Oh, Abergavenny Food Festival. You were so good, yet gone to soon. See you next September…