The Raff Family Farm is located in King Island, Tasmania. The farm, known for its Angus beef is run by the Raff family. For more than five decades, the Raff family dedicated their lives to the Angus breed, battling the environmental conditions of farm life in Queensland where drought was commonplace. In 2015, the family made a life changing decision and shipped their entire Angus operation from the mainland to the lush green pastures of King Island, Tasmania.

The family had great plans for the future development of their patch of heaven and touched base with WOW Creative to work together on branding the farm (and the future plans of the farm-stay and online shop). A lifelong dream of founder David Raff, the certified organic status is based on the family’s philosophy of “healthy soil, healthy grass and a healthy lifestyle.” This ethos became the driver of the new brand.

Being a certified organic farm, the property has some of the best soils to farm on – this can be seen by the diverse grasses in the pasture and the growth of the tea tree. The letterforms in the brand mark are a nod to the tea tree canopy. The butterfly lightly landing on the mark symbolises the ecological harmony of the pasture. Combined with custom illustrations, we created a brand visual language that acknowledges the past yet looks to the future, treading lightly and respectively on the land.