A community eatery for Princeton.

When restaurateur Jim Nawn wanted to open a farm-to-table restaurant in Princeton, New Jersey, he turned to Mucca to develop the brand. Latin for “farmer,” the name embodies the restaurateur’s commitment to local growers and seasonal produce. Our strategy was to create a flexible system in which the logo and accompany illustration can change, allowing the identity to stay in sync with the seasons.

Bespoke touches and a custom-built CMS bring a sense of craft and customization to the website.
Given its sophisticated neighborhood, we avoided an overly rustic look in favor of interior design details that evoke the farm in a modern, refined way.



“When researching the area, we discovered that the target audience is quite cosmopolitan and used to a more fine-dining experience. So our challenge was to create an atmosphere that was casual, but tailored to a clientele of professors, businesspeople and local families.”

Erica Heitman-Ford, Senior art director, Mucca Design




Mucca’s work helped establish a community eatery where authenticity is a cause for celebration. Opening to rave reviews, Agricola has since garnered a loyal local following and widespread acclaim, and was recognized as one of the best restaurants in New Jersey two years in a row by New Jersey Monthly.