Brand identity and repositioning of a countryside hotel & spa overlooking Ben Lomond.
With the launch of their new lodges and a critical new chapter on the horizon, the team at Bowfield wanted to ensure the venue’s new ‘inclusive not exclusive’ vision was reflected in the brand.

The Bowfield was once an exclusive access ‘country-club’ and the current brand retained much of the traditional look and feel you would expect. Our challenge was repositioning the brand to feel special but accessible. The Bowfield team have created a lifestyle venue with a real joy and buzz, that hosts hundreds of people from families to couples. With something for everyone, it was key that the messaging was consistent across the visual identity, tone of voice and marketing.

We established the naming of the hotel at an early stage, moving away from the ‘country club’ description just like the venue had over the past few years. Bowfield is a hotel that is made to be shared with loved ones, friends and family. It is these shared moments that are at the core of the new brand positioning.

We began by looking at the key audiences and what we wanted them to feel. We explored the venue’s many unique USPs, from its location to inclusivity. From this we created a flexible identity system that combines playful patterns and bubbly typography to create an energetic brand that could be easily applied by the internal team at Bowfield.