The Fat of the Land brings together rural accommodation, generous hospitality and food grown and gathered in Taranaki. We created an identity that reflects the experience: considered, welcoming and closely connected to its surroundings.

A bold mountain symbol anchors the brand, paired with a characterful serif wordmark. Colours drawn from sunset, soil and sand bring warmth to the visual language, while playful typography gives expressions such as “From farm to table” a distinctive voice.

Applied across menus, clothing, vehicles and everyday objects, the identity feels at home on the farm and around the dinner table. It offers a contemporary expression of rural New Zealand hospitality, with a strong sense of place.

What we delivered
Identity Design
Photography
Web Design