EscapadaRural is femenin and plural
Several analyses and focus groups made it clear to us that the purchasing decisions for rural stays on your platform are mostly made by middle-aged urban women, aged 35 and over. Mothers in many cases and working women, who have certain concerns about the hectic and unhealthy lifestyle we lead in the cities. Women who are beginning to be aware of the need to enjoy a way of life that is more coherent with themselves, less hectic, more human, authentic, simple and honest; who are increasingly concerned about the quality of the food they and their families eat, and who choose brands with a more sustainable character in their purchases. And women who do not forget the importance of socialising, of living, enjoying and sharing leisure time not only with family but also with friends; the need for a time of “escape” from routine and who seek the tranquillity and comfort of a rural environment with a simple life in which obligations are kept to a minimum.
Starting from this basis, and from having a brand that its own customers defined as the perfect friend, as it always helped and advised them, but in which they missed the ability to seduce, we detected the need to also rethink the personality of the brand to give it a more inspiring character without losing that closeness. The new EscapadaRural is still active, positive, approachable and friendly, but now has a more urban and modern mindset, more trendy without being trendy.
She addresses directly to her majority female clients, she integrates herself in that social group with a narrative and verbal tone inspired by that middle-aged woman, with vital experiences and a lot of experience but with the capacity to laugh and enjoy. A warm, feminine voice, a “normal” woman’s voice, evocative but with a sincere, true sound. A woman who questions things, who is searching… and full of empathy. A verbal tone that inspires from simplicity and optimism and with a matrix of messages designed not only to be a way of communicating the service and the product, but also a way of opening the minds of her clients to a new reality, a life more in line with the values of the rural environment, on a more human and conscious, optimistic, active and vital scale.
A personality that permeates both the visual and verbal identity to build a brand that is very modern in form and simple in substance. Colourful and vital, rural and ecological, organic and simple, with a symbol and typography in the logo that encourages us to take the detour to tranquillity, to get out of the way and get closer to the rural lifestyle and reconnection.
A visual system inspired by the concept of a window to life in green, dynamic and flexible. A primary colour palette that appropriates the greens of the category and is complemented by a secondary one that generates contrast and conveys the vital optimism of the brand.
At the typographic level, the logo is based on the White Inktrap typeface family from the Swiss foundry Dinamo , whose imperfect finials, designed to reduce the smudging of leftover ink, worked perfectly for us to convey the idea of the beauty of the organic and of going off the main road to take that detour to tranquillity. As an auxiliary typeface, we proposed the combination with the Quincy family, by Connary, which gives it that friendly, friendly character.
The visual universe is completed with a manual and organic illustrative system, which takes precedence over the photographs with the aim of seeking maximum differentiation and identification with the brand.
