Trewithen
Evoking a clear sense of place for a remarkable estate in the heart of Cornwall.
Services
Brand strategy
Art direction
Brand identity
Copywriting
Design for print and digital media
Signage and wayfinding
Sectors
Estates, attractions and buildings
Credits
Photography by Danny North, Illustration by Jeremy Sancha, Signage by Ilex Construction, Signs of good taste and Parc Signs
Trewithen – the ‘house of the trees’ – is a Georgian manor house set within subtropical gardens, farmland, parkland, and woodland. We were tasked with a full rebrand to capture the estate’s unique character, drawing from its rich history while focusing on the future. Having previously worked with Trewithen’s owner, Sam Galsworthy, on another branding project, we were excited to take on this challenge.
Foundations for the next century
Trewithen’s diverse elements required deep understanding before rebranding. Through on-site workshops with the team, we uncovered ‘backalong’—a phrase meaning ‘some time in the past’—as the cornerstone of our strategy. This concept of looking to the past to inspire a better future guided everything from tone of voice to signage.
Bringing character to life through language
With the brand personality established, we turned our attention to Trewithen’s written communications. The estate’s principles—harmony with nature, future-focused thinking, and fostering a sense of mystery—inspired a tone that balances eccentricity and optimism with understanding and determination. We packaged this into a comprehensive set of guidelines, ensuring that anyone writing for Trewithen can easily capture the brand’s voice.
Capturing the spirit of Backalong in a unique identity system
A key element of the identity system was the iconic fleur-de-lis, a symbol the family has cherished since 1715. Recognising its importance, we retained this emblem but infused it with a sense of craft and femininity, differentiating Trewithen from the traditionally masculine estates of the past. The result was a visual representation that honours the estate’s history while acknowledging its ongoing journey. This identity includes bespoke assets such as fleur-de-lis variations for various formats and illustrated brand mascots inspired by nature. The process was meticulous, recontextualising the estate as part of a vast and delicately balanced ecosystem.
An iconic, ownable symbol
A chance discovery in the estate’s library influenced the direction of the hand-crafted fleur-de-lis. We drew inspiration from the unique floral features of the estate’s renowned camellia and magnolia collections, crafting these into a new icon with the help of artist Jeremy Sancha. Alongside the core identity, we brought four mascots to life, each representing a pillar of the brand: The House, The Gardens, The Land, and Sustainability.
Bringing this thinking into the digital space
We translated Trewithen’s identity for the digital space, designing a new website that broadened its focus from gardens to include the entire estate. The Trewithen team fully embraced their refreshed brand, from art-directed photography to user-led design, creating a striking online presence.
Purposeful wayfinding
Signage plays a vital role in brand perception. For Trewithen, it was crucial that signage felt authentic and aligned with the estate’s ethos. We used reclaimed wood and friendly wording to create wayfinding that feels like it has always belonged.
A dedication to craft
Throughout the project, we understood that signage and wayfinding were key to bringing the brand thinking to life. Starting with a site audit, we obsessively sourced reclaimed materials from the estate, repurposing them into a wayfinding scheme that fits the landscape. Each sign was hand-finished, reflecting the core identity’s emphasis on craft. This approach resulted in an original, ownable design aesthetic that seamlessly integrates with Trewithen’s environment.
