We jumped at the chance to work with the new team at Dairyland Farm Park this summer to update the branding and tie all the seperate elements of the offerings at the park under one cohesive and easily recognisable collection.
Dairyland Farm Park is a popular family attraction near Newquay in Cornwall.
The park, whilst well loved, had also become well worn, and was beginning to show signs of underinvestment. Enter the new owners, and enter a new requirement to revamp the brand to better reflect the substantial investment about to be poured in to the family attraction.
The new owners at Dairyland were recommended Design79 on account of our pragmatic approach to branding and our understanding of design in this sector.
Our creative team held some workshops with the management team, marketing team and staff members on the ground. We also conducted surveys of local and visiting families. Once we had clearly established the communication challenge we began the creative process.
It was agreed that the name was much loved and had value; we just tweaked it to FARM PARK instead of FARM WORLD, the plan being for the offering to focus on its core qualities: real farm animals and real fun. We also worked up some key tag lines to help push this narrative:
Fun on the farm since 1975.
Free range family fun.
Join us down on the farm.
Our illustrator created an update on the company mascot: Moo had a facelift!
Delivering a new tone of voice in the styling was key, and we chose new typefaces to portray the fun and rustic feel, along with textures and illustrations.
The 2020 advertising campaign styles are brighter than most and will certainly demand your attention.
Once the brand was in place we needed to create a campaign style for the first big event under new management: Christmas. We developed styles, imagery, palette and tone, along with creating the taster video that ran on social media and on local advertising screens.
We continue to work with the marketing team on their ongoing requirements; we are currently finalising the website designs and our video expert is finishing the new animation frames.
Wayfinding and signage are also now being created along with information boards.
Some of us grew up visiting DairyLand with parents and grandparents and it certainly holds fond memories. It has been so much fun working on the new brand and giving longevity to the Park's offering - perhaps one day we will be taking our own grandchildren.