Fontygary | Branding | Limegreentangerine

Services

Brand strategy
Name generation
Brand identity
Collateral
Environmental
Advertising

Sector

Food & drink
Hospitality
Leisure
Property
Tourism

Find your sunrise…

Background

Found just 20 miles outside of Cardiff—a short drive from the airport and not too far from Barry—Fontygary Leisure Park is a family-run caravan site, perched upon the cliffs of the stunning Vale of Glamorgan Heritage Coastline. Visitors can own or rent a static caravan, or pitch up a touring ‘van and bask in the dramatic vistas over the cliffs, lungs full of enriching, salty sea air.

Nearing completion of a major facilities investment, refurbishment work includes restaurant and bar, kids play park, gym, swimming pool, new private function suites, day spa and a ten-pin bowling alley.

Limegreentangerine helped modernise and define their market positioning, including naming and development of a compelling brand strategy. The refreshed brand started to roll out into on-site signage and marketing collateral in mid-2017.

Find your sunrise

A positioning statement is the elevator pitch that articulates the brand vision. It acts as the keystone of all communications and behaviours.

‘‘Find your sunrise’’ is ours. An affirming, positive statement that leverages on the glorious outlook of the sun rising over the bay to greet a new day; the fortifying vista of a shimmering, lapping sea, Jurassic coast, gleaming exposed cliff face and the pebbly beach beneath. It is reviving and inviting; a step back from the daily grind, and it forms the starting point to an all-encompassing visual strategy.

The mark is inspired by the view of the sun over the bay out to sea, and the refractions of the changing light it casts over the complex through the day. It gives a subtle nod the sediment layers in the exposed cliff faces over the bay.

The negative space in the centre shows an eight-pointed star. Eight is traditionally the number of regeneration; it is representative of the cycle of time and the power of regeneration and return, befitting both the spa offer and escapism to nature itself. The roughened texture to the finish harks to the outdoors, countryside and wholesome connection to nature at the site.

Brand children

Limegreentangerine conceived the sub-offering names as part of the wider strategy, all centred around the magnificent panorama that makes Fontygary so unique. Their identities continue the theme of regeneration; utilising the component shape of the primary logo which morphs into the mini-identities.

We were really struck by the breadth of the vision LGT had for Fontygary, and how everything fitted together, making a brand we’re really proud of. It will keep our existing customers coming back and hopefully help new ones discover us, as we start a new, exciting chapter. Mark McIlveen, Director

Fontygary Park

Services

Sector

Background

Find your sunrise

Brand children

You might also like

Bryngarw House & Park

Building a sense of place

King’s Head Inn

Eat, sleep and drink like a king

The Fitzalan

#livingatthefitz