The farmers of Marlborough needed to find new markets to counter the dwindling demand for their produce due to cheap imports from China. Agri–tourism appears to be their best shot at remaining a viable business, and they formed an alliance to pool their resources behind a unified campaign. The Logo had to be clear and strong; to provide a unified identity for the primary fruit growing farmers of Marlborough, but with the photographic elements inside the ‘M‘ flexible enough that it could represent individual non–fruit growing members without diluting the brand.