Druids Glen – Rebrand by Penhouse

Druids Glen is a place of beauty. It is an Irish resort offering comfortable, understated, luxury, coupled with genuine hospitality, deep in the woods of Wicklow. It is not pompous and over-delivers on the unexpected. From our very first meeting with Karina and Pam, we loved the feel of the place –  it just felt like a good ‘fit’ for us and so we were delighted when they invited us to re-imagine the resort, with a rebrand initially in the summer of 2015.

We were commissioned to look at its overall brand identity and suite of marketing collateral. Working with Threesixty, we explored its messaging and ‘room 101’ style brand keeps and brand dumps. Through this process, the staff preference was to keep the swirl from the old the logo, but change everything else. This was where our creative process began.

Our design approach therefore was to reposition Druid’s in a more premium space, but still retain a sense of recognition. We refined the swirl, altered its shape, positioning, font and colour, to refresh the identity totally and offer a new, more polished design for the resort. The new tagline, tells us what it is, with no room for brand confusion.

A premium range of collateral literature and stationery was designed, starting with a hotel brochure. New photography by Barry Murphy was commissioned, and we styled positioning copy for each of the areas, adding a little personality to the flow of text. We created the ‘tree’ to house the logo and styled a support illustration of this countryside retreat. We’ve given the resort a fabric of pattern and colours, mirroring the natural palette from the resort location, differentiating the individual resort areas.

We’re continuously building on the Druid’s brand through advertising, promotions, print collateral and various key touch points on location. Visit the beautiful resort here online.