CASE STUDY - TE TōWAKA FARMSTAY
Te Tōwaka offers farmstay accommodation and fishing charters in the stunning Marlborough Sounds near French Pass.
They approached us to create a logo with a distinctive, brandmark which represents the land and the sea in a simple, cohesive motif.
Jon Tarr - Design Commentary
Te Tōwaka Farmstay wanted to somehow reference their local landmark, Mt Shewell. Starting with a photograph, I simplified it down into a basic, recognisable shape. Rather than a detailed or literal vector mountain range, I’ve used flat geometric overlaid shapes to create a layered impression of the mountain. At the bottom, I’ve drawn stylised wave-lines to represent the surrounding bay and the sea.
These two elements are positioned in a harmonious balance to create a simple, bold, and unique brandmark.
For the logotype, I designed clean and modern lettering with unique touches that feel complementary to the Māori name. The typography is strong yet refined, providing a professional anchor for both the ‘Farmstay’ and ‘Charters’ sides of the business.
The colour palette utilizes a system of staggered teal, using different percentages of the same base colour to provide a layered look to the mountains and sea. This colorway, together with black or white type, allows for high-impact use on both dark and light backgrounds.
This is a flexible brand system designed for maximum versatility. The logo is highly adaptable and can be used in a variety of formats — stacked, linear, or with the brandmark used as a standalone icon, depending on the specific use case and placement.
The Te Tōwaka logo is a prime example of a flexible brand system—versatile and adaptable across different use cases. It works seamlessly for both the Farmstay and Charters divisions, with the logotype and brandmark designed to be used together or independently in stacked or linear layouts. Designed for light and dark backgrounds, it translates effortlessly from large-scale signage to small digital displays.
We designed and developed a custom website for Te Tōwaka to showcase their business and drive bookings for the Farmstay and Charters. Built as a natural extension of their identity, avoiding the disconnected look when forcing a logo into a generic website layout.
Check them out here: tetowaka.co.nz
