Brand value proposition
Gråbogården brand aspires to be welcoming, relaxing, genuine, friendly and playful. Guests should feel relaxed and increase their well-being by the surrounding nature, forest, lake and rich wildlife. The accommodation is simple, yet highly comfortable with a good size shared kitchen and common areas convenient for larger groups of people. Guests can enjoy outdoors with relaxing and comfortable seating and lounge areas overlooking the lake and forests. Amenities such as canoes, kayaks, SUPs, mountain bikes offer guests the possibility to enjoy activities such as boating, biking, hiking, wildlife watching and fishing. Guests should feel both relaxed and energized at Gråbogården in an environment stimulating all senses, which is the best Swedish nature can offer.
Graphic profile and logo
The visual identity, font, logo and colors should be in harmony with nature yet invoke a feeling of a modern and forward-looking brand. Preferred colors are black, shades of gray, shades of green, and burnt (natural) orange. The logo should be both bold and playful at the same time conveying relaxation and active life, which are characteristics of Gråbogården.
Building on the story of the fox seeking out the company of humans, looking for food and hiding things from Gråbogården visitors several years ago, gave the idea to feature a stylized visual of a fox as part of the logo. The visual of the fox should be modern, yet approachable and playful. The font should be modern, simple, yet bold. Sans serif is preferred.
Logo delivered in several formats; high-resolution, low-resolution, color and black white to be used for print and digital channels.
Visual identify guideline with colors and fonts, etc which can be provided to graphic designers in development of marketing and communications material.