Challenge:
The rebranding process began with extensive research into badgers, their symbolism, and the campsite’s history. The team delved into badger behaviours, habitat, and cultural representations. This research unveiled insights that aligned with the campsite’s objectives:
Community and Protection: Badgers are known for their close-knit social groups and their commitment to protecting their burrows. This resonated with the campsite’s focus on building a strong camper community and providing a safe environment.
Nocturnal Exploration: Badgers are primarily nocturnal creatures, connecting with the idea of exploration and adventure under the moonlit sky that campers experience.
Playful and Curious Nature: Badgers exhibit playful behaviours and curiosity, mirroring the spirit of discovery and learning that the campsite offers.
Solution:
Brand Strategy
Guided by the research findings, the design team developed a brand strategy that seamlessly integrated the badger theme with Huish Woods Campsite’s core values:
Brand Essence: Unearth, Unite, Explore
Brand Positioning: Huish Woods Campsite provides a unique camping experience that unearths the spirit of community, unites campers through shared exploration, and fosters a sense of adventure.
Brand Attributes: Resilience, Adventure, Curiosity, Unity, Nocturnal, Community
Visual Identity
The new logo prominently features a stylised badger face, capturing the essence of the campsite’s theme. The badger’s features exude a sense of curiosity, resilience, and unity. The identity has a moden look to partner the new branding of the Scout Association.
Application
Collateral Materials
The branding extended to a range of collateral materials, including clothing, badges, and merchandise.
Website and Digital Presence
Hatched produced imagery and concepts to be rolled out for all digital touch-points.
On-Site Branding
The badger branding was seamlessly integrated into on-site elements, including signage and campsite facilities. This ensured that campers were fully immersed in the thematic experience.
Results:
The successful rebranding of Huish Woods badger identity theme brought a unique and captivating identity that resonated with campers’ sense of adventure, curiosity, and community. The campsite now has the toolbox to roll-out the new branding. We look forward to seeing the brand come to life over the next few years.
