Pilot 02 · On test
All the pilotsA pilot for
Fill her up.
Order ahead at the window, fill a weekly shop at the pump with a counter for the miles, and meet the producers on one map: five working scenes for a farm shop in an old filling station, made unasked.
- For
- Jolly Nice
- Scenes
- Five, each one working
- Made
- October 2026, in Bath
- Status
- On test, made unasked
An idea, made unasked. Jolly Nice is not a client and has not commissioned or approved this. The name, the logo and the dishes are theirs.
Pilot 02 · On test
Fill her up.
Press play and the pilot plays itself on the phone: 5 scenes, each the working prototype, with a fingertip doing the pressing. About 55 seconds. Choose a scene to jump to it, or try it yourself at any time.
The idea
Still a filling station.
People still pull off the A419 at the old White Horse filling station to fill up, just not with petrol. A person hands breakfast through the window, they buy from more than seventy local producers, and the ice cream began on their dairy farm at Westonbirt.
The pilot is the website you could fill up at: order ahead and have it handed to you by a person, fill a weekly shop at the pump and watch both counters turn, pounds and miles, meet the producers where they are, and book the year with every price clear first.
Why them
A person at every window.
In 2013, after losing the family farm, Rebecca Wilson and her family opened a farm shop in the old White Horse filling station on the A419. The ice cream had begun years before, on their organic dairy farm at Westonbirt, with a £12 ice cream maker from a car boot sale and a little space by the milking parlour painted bright pink. It went to farmers' markets on a tricycle and round the festivals in an Airstream, and two of its flavours have won three gold stars at the Great Taste Awards. In 2018 they were named Best Rural Food Business at the Rural Business Awards in the South West. In the pandemic they turned the forecourt into a drive-through, and kept it, with a person at every window and no screens. They buy from more than seventy local producers, and they are open 364 days a year.
The scenes
Five ideas, each one working.
Each is a working page on the phone above, not a picture of one. Watch any scene played, or take the phone and try them all yourself.
Scene 1: The window
Order ahead, and a person hands it to you.
Their drive-through menu, every dish a proper line: breakfast until half past eleven, then lunch and later until four, with the marks, the producers the menu names, and their allergy note word for word. The KFP Burger keeps its warning: it may contain lead shot.
Choose, then a ten-minute window to arrive in, and how they will know your car, by its colour and make or by its registration. It ends at Pay at the window. On the way, one press of I'm on the A419 tells the kitchen you are ten minutes off, and at the window it is handed over by name.
What it would doThe morning queue moves faster, and their promise of no intercoms and no screens at the window is kept.
Scene 2: The pump
Fill up, and watch both counters turn.
The farm shop as a weekly shop to collect. The basket is a forecourt pump in their olive and gold, and its counters roll as you fill it: the pounds, the miles the basket came, added up as the crow flies, and how many producers it is from.
Every card names who made it and how far away they are. Fill her up puts a week's shop in with one press, and it is collected at the tills at an hour you choose, and paid for then.
What it would doA weekly shop collected on the way home, where the local promise is a number you can watch.
Scene 3: The seventy
The producers they name, on one map.
A map drawn in the studio's own line, with no map tiles: the forecourt in the middle and rings at five, ten and twenty-five miles. Each producer Jolly Nice names that can be placed is a pin, at its own address or, where none is published, its village; those further afield wait at the edge with their mileage.
Slide from within five miles to everyone. Tap a pin for who they are, how far, what of theirs is on the menu, and a way to find their things in the shop.
What it would doThe thing that sets them apart, made visible, and a picture of the company a new supplier would keep.
Scene 4: The parlour
Twenty years from a £12 ice cream maker.
The summer parlour as a page: the flavours as scoops, the two with three gold stars marked, and an ice cream built a scoop at a time on a cone, in a pot, or whizzed into a milkshake.
Along the foot runs the story, a drawing to each moment: the car boot sale, the pink room by the milking parlour, the tricycle and the Airstream, the filling station, the parlour today. From November it says Back in May, and points to the tubs in the shop.
What it would doThe best story they have, told on the page where people decide to come.
Scene 5: The year
Pumpkins, reindeer and the Christmas bird, every price first.
The forecourt's year on one line: the parlour all summer, the Pumpkin Patch to the end of October, the reindeer and the Christmas bird in winter.
Booking starts with the price: £5.95 a person for the Pumpkin Patch in October, under ones free and dogs £2, then the day, the time and who is coming. The Christmas bird is sized to how many are eating, named with the farm it comes from, and collected on the 23rd or the 24th.
What it would doOne place to book the whole year, with nothing to find out at the end.
Every scene works
Take the phone and order breakfast ahead, fill up at the pump, slide the map out to everyone, build an ice cream and book the Pumpkin Patch. Nothing is charged and nothing is sent.
The thinking
What was decided, and why.
- A person at the window, still. Their drive-through promises no intercoms and no screens. Ordering ahead keeps the promise: the screen stays in your pocket, and the order is handed over by name.
- It ends at Pay at the window. A pilot takes no money, and their service is person to person. Nothing pretends to charge a card.
- Only the producers they name, where they are. Each is at its published address, or its village where none is published, with the miles as the crow flies. None is invented to make up the seventy.
- The price before anything else. A price found only at the end is the commonest reason a booking is left. The Pumpkin Patch says its one price a person first.
- Their story in words, and no one's face. The family's story is told in my own words, with Rebecca's credited and linked. The pictures are of food, never of people.
- Examples marked as examples. Stock, collection times and how busy it is are made up for the pilot, and say so. The menu, its prices and the hours are theirs.
Get in touch
Would you like one?
If you are at Jolly Nice and would like to see more of it, or you would like a pilot for your own brand, or a website made with this much care, fill in the coupon. It comes straight to me, and I reply within one working day.
Or email hello@analogue.media.