Free Rangers.

Royalburn is a majestic 1200-acre farm in The Crown Range, Queenstown, perched 600 metres above sea level and surrounded by snow-capped mountains. The land is steeped in history dating back to the days of the gold rush, when it was used as a traditional barley farm. Today, new owners Nadia Lim and Carlos Bagrie have taken over the land with a vision to be leaders in regenerative, diverse and ethical food production.

A world first at this scale, Royalburn is reimagining conventional farming practices to help our land, animals and food sources thrive. Their innovations are grounded in an ethos of healthier soil + happier animals = better outputs. And they’re on a mission to find new systems and processes that can be passed on to other farmers locally and globally.

Operating in unchartered territory, Royalburn is an experiment in biodiversity on a massive scale; from growing various strains of wheat, barley and other grains, to fresh produce, herbs and flowers, to harvesting honey, free-range lamb and eggs, merino wool, and various other personal care products.

We created a holistic brand system for Royalburn that celebrates its location, history, biodiversity, and progressive vision. The brandmark required a sense of gravitas; a legacy mark that wouldn’t date. Drawn to reflect the farm's ecosystem, it captures themes of regeneration, balance, above and below ground, the mountains feeding the land, and biodiversity of crops. Awe-inspiring landscape imagery captures the contrasting seasons and majestic nature of the land, and an emotive tone of voice was created to express their vision.

Although the masterbrand has some fixed assets, a key challenge was to build flexibility into the packaging system, allowing it to flex to a given product — from everyday items such as eggs and honey, to more premium products like merino wool and whiskey.

Our solution included a flexible and adaptive logo with a flexible colour palette, typographic system and illustration style born from the logo. This toolkit provides the scope to treat each packaging job in a unique manner, while still feeling uniquely ‘Royalburn’.