Have you ever found yourself day dreaming about up and leaving your job to raise alpacas on the top of a mountain in upstate New York? That’s exactly what husband and wife team Cameron and Katherine Sands did last spring. They then approached TRO to help them name and develop an identity system for their new farm.

TRO recognized the opportunity to create something really special in an industry that’s pretty bleak design-wise. Following initial meetings and research we presented brand boards, each communicating a high level concept, look and feel.

Katherine and Cam selected the board that explored a more illustrative direction and focused on telling their story—a young couple running their farm and raising alpacas in their own unique way. They’re self-admittedly a bit goofy, and liked the idea of embracing humanity, quirkiness and perhaps a bit of the unexpected in their new identity.

Our first logo presentation was met with a great deal of excitement. There was a clear front runner when we got off the phone. However, after much contemplation and discussion, Katherine and Cam requested we use a new name and explore the theme from the second brand board instead. They were concerned that the DIY approach they had initially selected might portray them as inexperienced rather than hands-on entrepreneurs.

So from there it was back to the drawing board. TRO’s second board was über sophisticated and elegant, promising an elite, white-glove brand experience to its clients. In approaching the next round of logos, we wanted to maintain some of the whimsy they liked from our first exploration while still capturing the refinement of the second board.

After one more round of design, we finally reached a solution. Here are some of our favorites. Can you guess which one they picked?

Check back to find out which name and mark Katherine and Cam selected, and see how TRO builds out their identity system.