The Business Challenge
In terms of experience and the options it aims to offer customers, Strehan Domain is a unique concept, but the evolution of tourism in the area is very dynamic, and the competition is growing, the need for differentiation is increasing. At the same time, the ambition of its initiators is to transform all the components of this complex concept - the princely mansion named Eglantina, renovated to provide accommodation services, the Strehan Winery and the event location Barn Târgoveț - into independent businesses, capable of functioning and developing independently of each other. With these goals in mind, we started in the process of defining the positioning direction and brand architecture capable of responding to the business vision, in order to then put them into action through the story and visual identity of Strehan Domain and its sub-brands - Eglantina Mansion, Strehan Winery and Târgoveț Barn.
Branding solution
A valuable legacy transformed into a story about people, nature and life
In order to support the development of the integrated Strehan Domain concept, as well as the different businesses in its composition, independently of each other, we needed a brand idea that would bring them all under the same roof, be relevant to their audiences and help them stand out in the competitive landscape. I felt that admiration for the past was what best captured the essence of Strehan Domain and its sub-brands, and built our entire positioning around this idea.
We then gave it substance through the stories of Strehan Domain and each of its landmarks - Eglantina Mansion, Strehan Winery and Târgoveț Barn. Thus, through a tone of voice that is artistic and slightly archaic, we presented the fascinating heritage that the Strehan Domain aims to capitalize on and the unique experience promised to its visitors, the whole concept becoming a tribute to people, nature and life.
A visual universe inspired by the charm of the past
In order to mark the brand architecture on a visual level, we created a common graphic language, in which the logo symbols reproduce the specificity of each brand with the help of illustrations made in the same style and have as a connecting element the 3 grapes, which we find in each of them. In addition, we used the same font combination for all wordmarks.
In the case of Strehan Domain, the logo construction differs from the others by having the symbol placed above the wordmark, and the wordmark written entirely in capital letters, while the symbols for Mansion, Winery and Barn are located between the two words of the wordmark in the vertical plane, the intention being to establish a visual hierarchy between the master brand and its sub-brands.
Strehan domain, the symbol of the return to the origins
The center of Strehan Domain's visual identity is the star-like symbol. It incorporates elements of inspiration specific to the area, such as almond and vine. The well-outlined roots represent the close connection with the heritage of the place, with its history.
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