Ivanhoe is a recreational park in the Altai Mountains in Russia. We developed a brand strategy, brand platform and visual identity for Ivanhoe. We conducted research on glamping, travel and recreation. We analysed trends on this topic and conducted audience surveys.
We got a glimpse that the increasing flow of tourists to Altay made most places in the mountains congested. Many recreational areas turned into "decorations for a barbecue" and lost their authenticity.
It became a big problem for the true people who travel to enjoy nature, they have to go further and further. It is difficult because of the long journey, especially if you travel with children.
Our research has shown that people feel nostalgia for those journeys where they travelled far to spend the night in tents and cook by the campfire. But they are not ready to repeat it now. Convenience wins out over authenticity.
We have developed a brand strategy called "Comfortable Adventures". It means true unity with nature on the one hand and comfort on the other. From this concept the first slogan was born: "wildly comfortable".
Imagine sleeping in a comfortable tent on a king-size bed, warming under a duvet. And behind the fabric of the tent you feel the wild nature of the Altai and hear the sound of a mountain river.
We built the brand's visual image on contrast, inspiration, adventure, comfort and nature. The style of the identity and the naming were influenced by the movie Wes Anderson"Moon Kingdom".