CASE STUDY - WILD KEA LODGE
Wild Kea Lodge offers boutique accommodation in Franz Josef, New Zealand.
They asked us to design a custom logotype with illustrated graphics that reflects their unique location and identity.
Jon Tarr - Design Commentary
A renaming to Wild Kea Lodge was the catalyst for this project. They needed something that felt more bespoke and authentic. A logo and identity which suited the new name and the surrounding, wild west coast environment.
A proper bespoke look isn't something achievable without some careful, customised lettering. I studied the letters I'm working with, looking for opportunities to manipulate their shapes and work them together in an interesting and cohesive way.
This lettering-only logotype was the first part. Although I knew that there would be accompanying graphics — I knew that it would be useful for the logotype to be able to stand alone, first and foremost.
An old logo included the stylised lodge graphic. We decided to expand on that to include some flora & fauna which better reflected the local west coast scenery.
A Kea bird character, fern fronds, beech trees etc. My plan was to design a few different formats; the logotype, logotype + kea or the full graphical version.
The differing levels of complexity allow for a brand which is flexible and versatile depending on the use case.
I even designed a reception sign in the same lettering style along with the Kea character.
“Hi Jon, thanks very much for the work you've done, looks cool, looks great!”
Jamie Caldwell, Wild Kea Lodge Frans Josef