Alloway Pastoral Logo Design
Client: Alloway Pastoral
A modern mark for a family farm, created with care.
Alloway Pastoral Co. is a small, family-run mixed farming and sheep operation based in the Gilgandra district of NSW.
In the lead-up to Christmas 2024, Jen reached out to commission a logo for the farm as a surprise gift for her husband, Andrew.
She wanted something simple and modern to use on shirts and invoices — a clean and distinctive design that reflected the professionalism of their business and its future. Her only requests were deep navy blue, and a reference to cropping.
Services
The Process
Initially Jen planned to work with me to design the logo for Andrew, and to present a brand-new embroidered shirt under the tree for Christmas.
But she couldn’t decide on any of the concepts I presented, so opted instead to print and present all three to Andrew for Christmas. She would then involve him in the final direction and design.
After the madness of Christmas settled, they decided on a final design they both loved: a modern typographic logo, paired with a stylised wheat graphic in gold.
But then, in February 2025, unexpectedly and devastatingly, Andrew passed away.
The project was understandably paused for several months. Only recently did Jen and I both feel ready to return to it and see the logo through to completion, and to finish what they had started together.
The Deliverables
- A logo fit for a farmer who deserved their legacy.
- Print ready files for multiple applications.
Finishing this project was both a privilege and a heartbreak. It was such an honour to help shape something that now carries even more meaning.
It’s become not just a logo, but a quiet tribute to Andrew’s life, and his love for Alloway and farming, and the life he and Jen were building for their young family.
“Working with Danielle was a lovely experience. It was almost impossible to choose a design as all three options could have worked. Danielle opened my eyes to fonts and colours and how they could come together to create a sophisticated logo.”
Jen McCutcheon
Owner, Alloway Pastoral Co.