\setuppapersize[A5,landscape][A5,landscape]
\setuplayout[
	topspace=3cm,
	header=0cm,
	backspace=2cm,
	leftmargin=1.5cm,
	leftmargindistance=0.2cm,
	rightmargin=1.5cm,
	rightmargindistance=0.2cm,
	width=fit]
\setuppagenumbering[state=stop]
\setupcolors[state=start]

\starttext
% \defineoverlay[logo][{\externalfigure[logo][width=2.5cm]}]
\definelayer	[mybg]	% name of the layer
		[x=35mm, y=10mm,	% from upper left corner of paper
		width=\textwidth, height=20mm] % let the layer cover the full paper
\setlayer	[mybg]	% name of the layer
		{
		\starthangaround{\externalfigure[cow][width=25mm]}
		{\ss Text in line 1\\ Text in line 2}
		\stophangaround
		}  % the actual contents of the layer

\setupbackgrounds[page][background=mybg]
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utamur dissentias referrentur vim. No prima probatus his. Ignota epicurei phaedrum ne ius, vel eu quaeque
sensibus. Mei te labitur numquam. Senserit referrentur no vis, erant propriae ex quo, mei in quando urbanitas.\blank
\starthangaround{\externalfigure[cow][width=25mm]}
		{\ss Text in line 1\\ Text in line 2}
\stophangaround

\stoptext