West Lodge farm park brand refresh
West Lodge Farm Park in Northamptonshire has been a firm favourite for family days out for years, welcoming visitors to get hands-on with hundreds of animals, explore acres of open countryside, and enjoy indoor and outdoor play. But as the attraction grew, its branding hadn’t kept pace. The old logo looked more like a rural working farm, than a family fun day out, plus it lacked any variation in logo and limited brand assets so the internal team went off brand on many signs and marketing.
JWJ Design was brought in to give West Lodge a brand identity that could do more. Beyond the animals and farm shop, the site runs a packed calendar of seasonal events, from summer holiday activities to the pumpkins and a Harvest festival, right through to its hugely popular Christmas experience. The old branding simply wasn’t communicating the right message to their audience and the team could see that their marketing was looking dated.
The brief was to create a logo and brand system that felt fun, rustic and rooted in the family farm story: wholesome, sustainable and authentically imperfect. It needed to reflect a team who are genuinely passionate about connecting families to where their food comes from, and about giving children and adults an authentic, hands-on farm day out.
We started by stripping the identity back to what makes West Lodge special: a genuine working farm with real character, set in beautiful open countryside. The new logo keeps that authenticity front and centre, but with cleaner linework and a fun and rustic typeface that reads as a modern, family-friendly attraction rather than a purely agricultural business. Alongside the primary mark, we built a suite of secondary logos and brand marks designed for different applications on site and across marketing, from signage and tickets to social media and print, giving the team the consistent, flexible toolkit they’d been missing.
It’s a brand refresh that respects where West Lodge came from, while giving it the flexibility to keep growing.
