Unique avocado farm requires iconic logo

Avoland

Tasmanian Avocados

About
Avoland Avocados is Tasmania's first commercial avocado farm, producing avocados grown in the cool maritime climate of North West Tasmania. The conditions are ideal for the slow maturation and development of the fruit, resulting in uniquely rich and complex flavours.

Mission

To provide consumers with high quality, fully mature avocados with a rich, nutty, buttery flavour to satisfy the most discerning taste buds.

Story

The first commercial growers of Tasmanian avocados, Avoland Avocados was established by Paul and Maria Bidwell in 2009. Following a Tasmanian holiday in 2007, the couple relocated from Western Australia, where they had been growing avocados for 25 years. When the Bidwell’s moved to Tasmania they set themselves the challenge of becoming the state’s first commercial avocado growers and prove to the sceptics that avocados can be grown in the cool climate of Tasmania.

Their property is situated within the top-quality soils of the North-West of the state, in an area that enjoys a mild temperate climate which puts little stress on the trees. The cooler Tasmanian climate is ideal for avocado production, allowing the avocados to mature slowly, producing fruit high in cholesterol-lowering oil. Unlike most avocado producers, the Bidwell’s leave their fruit on the trees until fully mature, resulting in unrivalled uniquely rich and complex flavours.

Their fruit is grown in a pesticide free environment on a sustainable level, with most of the fruit sold locally, resulting in a reduced carbon footprint from transportation. To further reduce the environmental impact, the fruit is sold unconventionally in a bulk format, eliminating the need for traditional packaging materials.

Given the Bidwell’s success, their son Glenn, a Civil Engineer by trade, has decided to continue the family business. With the injection of new energy into the operation, the future of premium Tasmanian grown avocados is looking bright!

Target Audience

Mid to Upper Class - Consumers with a wealth basis that are seeking more from their food experience than the lowest cost product available at the supermarkets. Consumers that seek quality, understand its value, use the purchase for social status and are connected with food on a moral and ethical basis.

Due to the uniqueness of the operation, Tasmania's first commercial avocado farm, and the high quality of our produce and outstanding shelf life, we are looking to increase our visibility in the fresh food market and engage more consumers to buy our avocados over the supermarket competitors. 

We need a brand developed and a logo designed so our customers can directly associate the great eating experience of our avocados with our brand and therefore consciously choose to purchase our fruit; a difficult choice given the convenience that supermarkets offer. We are looking at developing a brand that focuses on the consumer; emotional based branding that sells a lifestyle choice encouraging health and wellbeing. Compared to the traditional rational approach.

The greater the market awareness of our product, the more people seek to purchase our fruit and are willing to pay a premium for the quality.

As part of the logo design, we are looking for a logo that incorporates an image that is iconic with Tasmania. For example, the map of Tasmania is often incorporated in Tasmanian company logo designs to easily identify the companies origin. We like the idea of using the map of Tasmania, but we are also very open to other creative suggestions.
We definitely want to see an avocado cut in half as part of our logo.
Possibly an avocado tree incorporated in the design.
The use of the natural avocado colour palate will be required.
A natural an organic feel to the logo is a must.

Brand Message Summary
Premium - High Quality fruit
Fresh - straight from the tree to your hand, no processing
Local - 100% Tasmanian Grown
Unique - Tasmania's first commercial avocado farm
Sustainable - low volume production, care and attention to detail
Environmentally friendly
Healthy choice - foliar spray free and no processing