Birds of a Feather
A transformational branding project with a modern take on sustainable farming and hospitality in patagonia.
Brand strategy, brand design, signage design and production, asset design and photography
CLIENT: ESTANCIA LA PENINSULA
La Península is a family-owned estate engaged in sustainable tourism in Chilean Patagonia. Their unique and exclusive experiences were driving business, but as the brand grew and expanded into new ventures. They needed a visual overhaul with a solid, future-proof strategy behind it.
During the research phase, we discovered that many companies were present within the same business, so before starting creating a visual identity, my role was to help them re-structure their offer. La Península being only part of their estates, would become their main destination, while their private tour offerings would now live under a different brand.
We also discovered that Heritage, Nature and Quality were the client’s most important concepts.
The main concept driving this stage was rugged, luxury comfort for the seasoned traveller. This meant that we rub elbows with the best in the business and enjoy quality over quantity, but we don’t shy away from our origins and the real, raw Patagonian experience.
VISUAL IDENTITY PROCESS
The isotype is based on upland geese flying together. A species native from the region, form lifelong family bonds and can be spotted all over Patagonia, which perfectly suited the company’s narrative.
The logotype is a modern serif typeface, which relates to the widespread use of stencil plates to brand the wool bags, a key component in the region’s history: many immigrants arrived to Chilean Patagonia in the late 1800’s and during a couple of decades, wool was one of the main exports of the region.
NEED A LASER-CUT SIGN WITH THAT?
With the visual identity ready to go, we needed to develop a key asset that would make a definitive impact. A 3-metre, laser-cut sign to welcome all passengers was needed.
Designed in conjunction with a structural engineer, the sign is made from 6mm cold-rolled metal, laser cut and assembled on site with repurposed wood from a deserted ranch station, ensuring its sustainability and durability.
This sign creates a dramatic, unforgettable entrance for visitors that complements the main house in front of them and Monte Balmaceda and Last Hope sound to their right while being invisible once you're in the Estancia's grounds.
You can see the process, starting with a montage, on to a 3d model to finally delivering the final files on AutoCAD for production.
Installing took two days between a crew of 3.
We quickly realised that their initial request of a logo design wasn't going to be enough. Through a collaborative process we developed a new branding strategy and architecture that reflected their brand vision and addressed their business ambitions in a functional and remarkable visual solution.
NEED A LASER-CUT SIGN WITH THAT?
With the visual identity ready to go, we needed to develop a key asset that would make a definitive impact. A 3-metre, laser-cut sign to welcome all passengers was needed.
Designed in conjunction with a structural engineer, the sign is made from 6mm cold-rolled metal, laser cut and assembled on site with repurposed wood from a deserted ranch station, ensuring its sustainability and durability.
This sign creates a dramatic, unforgettable entrance for visitors that complements the main house in front of them and Monte Balmaceda and Last Hope sound to their right while being invisible once you're in the Estancia's grounds.
You can see the process, starting with a montage, on to a 3d model to finally delivering the final files on AutoCAD for production.
Installing took two days between a crew of 3.
KEY DELIVERABLES
Besides a fully comprehensive brand book and style guides, I delivered a much needed brand architecture that helped my client deliver faster, more efficient communication to their new and upcoming businesses.
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Branding and brand book
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Business cards
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Social media templates
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Merchandising
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Sales deck
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Program and tour deck
