Develop a new brand identity to re-launch a tired (ok, more like dilapidated!) hotel resort just over an hour north of Melbourne. The Trawool Hotel was a favourite in the region during the 80’s but thirty years of neglect had taken its toll. After a new team purchased the estate with a bold vision to bring Trawool back to life. Di Marca’s role was to help create a brand identity that did justice to that vision.
The resulting Trawool identity was heavily influenced by lead decorator’s vision of a minimal contemporary identity, using natural colours and tones to compliment the style of the new interior. We translated her vision into the idea of an ‘Oasis in the bush’, the resulting identity bringing elements from the outside – the Goulburn river, the hundred year old trees, and the hum of the bush – into the visual language for the new Trawool.
The key moment for this project was settling on a brand essence of ‘Little Experiences’ during our strategy work, then exploring how to bring that to life across all of the touch points. In hospitality, the little experiences are the ones you remember – a warm and attentive greeting; service you only notice when you need to; a bespoke piece of furniture in your suite or the weight and texture of the stock chosen for the restaurant menu.
One of our favourite expressions of their brand essence was customising the logo with its own little experience… a ‘hat tip’ to ‘Traawool’ (the local indigenous word for ‘Wild Water’) within the typography.
What we did