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Time to slow down

Lon Retreat is a 200-acre rural Point Lonsdale estate that has been in our client's family for almost 150 years. We met Lon Retreat owner Claire Gemes two years ago when the extensive renovation of her guest accommodation was still in the planning stage. Claire was looking for a strategic creative partner who could help transform her vision into a brand experience that reflected the understated luxury.

Know your audience

Extensive consultation identified a brand strategy that would underpin our creative ideas, to bring to life Claire's ambition for the luxury retreat. We considered the core attributes of the experience of staying at the retreat, and this helped determine values, personality, root strengths, tone of voice and the innocent archetype as the brand’s guiding beacon. Core desires of the innocent include simplicity, authenticity, purity and a connection with nostalgia and simpler times.

Beautiful simplicity

The creative strategy, 'beautiful simplicity', helped guide our ideas for the brand creation. However, first we needed to identify a new name that matched the intent to transform the 21-year-old resort into a contemporary experience. Lonsdale Views no longer fit the brand narrative, and we trialled a range of names, before settling on a new name that immediately connected with the property’s heritage and sense of place.

Choosing a new name

'Lon', a short form of Point Lonsdale was immediately obvious. However, less so was the fact that 'Longueville' was the French provincial home of Claire's ancestors prior to migrating to Australia. The Lon brand mark, combines a simple hand drawn script with an extended line representing the horizon between land and sea, and also represents 'the sense of unravelling', which is the desired state of body and mind experienced at the retreat.