Case Study: Homewood Farm - Branding a Legacy
The Challenge: Diversifying a Fifth-Generation family farm
Homewood Farm, a historic sheep and beef station on the stunning Wairarapa Coast, had reached a pivotal moment. With the next generation of sons returning home, each bringing unique talents and skills, the Tatham family sought to diversify their offering beyond traditional farming.
The vision was ambitious: to transform the homestead into a multifaceted destination, leveraging its existing assets (gorgeous cottages, private beaches, river access) and its farm-grown produce, such as lamb, lavender, nuts, and high-quality Manuka honey. They needed a cohesive brand identity that could tell this story - uniting hospitality, farm-to-table food, and boutique product lines under one authentic umbrella.
Our Approach: Provenance and Authenticity
We partnered with the Homewood team from the outset to craft a visual identity that felt authentic, homegrown, and deeply rooted in provenance. The goal was to ensure the brand could simultaneously support the main homestead - the destination - and future product lines, such as Manuka honey, food products, and a botanical skincare range, while retaining a unified family feel.
1. Unified Brand Architecture
We designed a flexible brand system that allowed different arms of the business - Homewood Homestead, Homewood Storeroom (café/shop and products), and Homewood Honey - to share an everyday aesthetic while maintaining unique, recognisable marks, while remaining adaptable for future products in development.
2. Illustration & Iconography
We developed a set of custom, hand-drawn line illustrations to serve as brand icons. These simple, elegant sketches of the homestead, the beehive, and natural elements (such as the olive branch) became the central visual motif. These illustrations are flexible enough to serve as primary logos or subtle patterns, reinforcing the brand's handcrafted nature.
3. The Colour Palette
The palette was directly inspired by the farm's unique location:
Deep Ocean Blue: Reflecting the dramatic Wairarapa coastline and private beaches.
Warm Earth Tones: Reflecting the rolling farmland, historic buildings, and rich, golden honey.
The Result: Creating a Destination
The successful implementation of the new brand identity has helped Homewood realise its transformation into a dynamic destination:
Homewood Storeroom
A disused church building has been converted into the Homewood Storeroom, a thriving café and shop that employs local staff and serves food featuring Homewood produce. The Storeroom is now a key drawcard, fulfilling the family's mission to become a community hub and a destination on the map for tourists and summer holidaymakers.
Premium Product Launch
Product photography by Olivia Atkinson
The brand strategy immediately positioned Homewood Honey as a product of provenance. The bespoke packaging and unique drop honey security tab, utilising hand-drawn illustrations on an elevated black-and-gold palette, communicate high quality and natural origin, perfectly reflecting the Manuka honey inside.
By working closely with the family, we helped translate their vision and passion into a compelling, market-ready brand that connects every part of their incredible operation - from the sweeping views to the delicious food.
Check out more of their story here on
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Hyundai Country Calendar
Sunday 29 Sep 2024 - Season 2024, Episode 31