Iron Creek Bay Farm Stay was built during COVID and since its launch had been struggling to find its audience in the local and tourist markets. Caught somewhere between the Chinese heritage of its owners and the very local feel of the family farm it was built on, it was failing to communicate a clear and authentic voice.

We worked closely with the owners Carrie and Kevin, and their team to develop a brand strategy that could reflect their personalities and incorporate their story as a family with a deep connection to Tasmania that led to them buy this family farm and build a multi-generational family business within it.

We changed the name from ‘Iron Creek Bay Farm Stay’ to ‘Iron Creek Bay Estate’ to better reflect the quality and range of experiences the property has to offer.

The brand is built around creating a sense of place, a connection to the community and a welcoming visitor experience. Showcasing the attention-to-detail of the sustainable architecture, the authenticity of the working farm and vineyard, and the colourful personalities of the owners.

The green, yellow and orange colour palette, featured in both the brand identity and the architecture, pays homage to the Fagus, Australia’s only native winter deciduous tree which turns huge tracts of Tasmanian woodland vibrant colours during the changing of the seasons.

We also created a unique stand-alone brand for The Estate’s onsite restaurant Orani. The playful wordmark was inspired by contemporary Chinese artist Wu Guanzhong (吴冠中) and allows for constant changing and adaptation to reflect the seasonally inspired menus.