Strehan Domaine is a new tourist project located in the Dealu Mare vineyard area, which aims to redefine the standards of hospitality by capitalizing on the natural, cultural and historical richness of the region. Its initiators gave us the chance to create the identity through which the Strehan Domain and its components - the Eglantina Manor, the Strehan Winery and the Târgovețului Barn - would earn their place in a category with growing competition and become landmarks in their own right.
From the perspective of the experiences and options it aims to offer clients, Domeniul Strehan is a unique concept. However, the tourism industry in the area is evolving rapidly, and competition is increasing, making the need for differentiation more crucial. Additionally, the founders' ambition is to transform all components of this complex concept – the manor called Eglantina, renovated to offer accommodation services, Strehan Winery, and the event venue Hambarul Târgovețului – into standalone businesses capable of operating and developing independently of each other. With these objectives in mind, the process of defining the positioning strategy and brand architecture that aligns with the business vision began, with the goal of implementing it through the storytelling and visual identity of Domeniul Strehan and its sub-brands: Eglantina Manor, Strehan Winery, and Hambarul Târgovețului.
To support the development of the integrated Domeniul Strehan concept, as well as its independent business components, there was a need for a brand idea that would bring them all together under the same umbrella, be relevant to their audiences, and help them stand out in the competitive landscape. We felt that admiration for the past best captured the essence of Domeniul Strehan and its sub-brands, and we built the entire positioning around this idea.
We then gave it substance through the stories of Domeniul Strehan and each of its landmarks – Eglantina Manor, Strehan Winery, and Hambarul Târgovețului. Using a deliberately artistic and slightly archaic tone of voice, we presented the fascinating heritage that Domeniul Strehan aims to showcase and the unique experience it promises its visitors, turning the entire concept into a tribute to people, nature, and life.
To reflect the brand architecture visually, we created a common graphic language where the symbols of the logos represent the uniqueness of each brand through illustrations in the same style, with the common element of three grape seeds found in each. Additionally, the same font combination was used for all wordmarks. In the case of Domeniul Strehan, the logo construction differs from the others, with the symbol placed above the wordmark and the wordmark written entirely in uppercase, while the symbols for the Manor, Winery, and Barn are placed between the two words of the wordmark vertically. This establishes a visual hierarchy between the master brand and its sub-brands.
At the heart of Domeniul Strehan’s visual identity is the symbol, resembling a sprout. It incorporates elements inspired by the region, such as the almond tree and the vine. The well-defined roots symbolize the strong connection to the place's heritage and history.
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