Interior of a modern Farmer J restaurant in London, featuring a curved wood-paneled order counter, an overhead menu board, and industrial ductwork on an olive green ceiling.

PREMIUM/CASUAL DINING

Reinforcing the brand experience for one of London's fastest-growing food brands

Jonathan and Ali Recanati founded Farmer J on a simple conviction: that even a quick lunch should feel like a real experience. From its first site on Leadenhall Street, the brand has built a cult following across London and is now expanding into New York.

A high-angle grid of Farmer J Field Trays packed with customisable wholesome bases, charred mains, and colourful healthy sides.

Music that serves the brand, the guest and the operation

We worked directly with the founders to understand the vision before defining the sound.

Farmer J draws a food-literate, culturally aware crowd who would notice if the music felt generic or off-brand, and the brief had to balance that expectation against the operational reality of high-volume service across a growing estate. The sound is upbeat and soulful, calibrated to keep energy levels right through the lunch rush. Working as an integrated part of the brand's operations, we built a structured music framework that rolls out cleanly across new locations, so every site opens sounding exactly like Farmer J, reliably and at scale.

Baked Farmer J mac and cheese with a golden-brown melted cheese crust, served in a Staub cast iron dish over a bed of fresh kale

Music that serves the brand, the guest and the operation

We worked directly with the founders to understand the vision before defining the sound.

A staff member behind the glass food counter at a Farmer J restaurant, with a seasonal drinks menu displayed on the wall behind them

A clean, wide view of a Farmer J restaurant counter featuring a checkerboard floor, a long food service station, and digital menu boards overhead.

PERSPECTIVE

“Farmer J draws a guest who'd notice if the music felt off brand. We built a sound that's upbeat and soulful, keeping the room's energy up through the rush. It's been great to see their audience react well to it.”

Oscar ArroyoMusic Consultant, Music Concierge

A framed vintage black-and-white portrait of Ranchhoddas Laljibhai Thakrar inside a Dishoom restaurant. The photograph hangs on a rich, dark wood-paneled wall beneath a glowing brass sconce light, showcasing a line of Gujarati text at the bottom.

Interior of Pickl burger restaurant in JLT, Dubai, showing wooden tables, black booths, and a pink neon sign over a green moss wall.

A high-angle view looking down the spiral staircase at Fortnum & Mason in London during Christmas. A massive holiday installation of giant, reflective gold baubles and twinkling fairy lights spirals down the center of the atrium.

Experience is everything. Make your music count.

If you are shaping an environment where atmosphere matters, we'd like to talk.