South Africa, the home of beautiful landscapes is perfectly made for camping enthusiasts who enjoy the great outdoors. But what if you could have the perfect camping experience combined with your modern comforts?
Hey Pioneer, with it’s name inspired by the famous ‘Oh Pioneer’ poem by Walt Whitman, is a luxury camping company offering comfortable, friendly, quality experiences in the wild, using classic canvas bell and range tents, aimed primarily at couples and families, but is also geared for events and weddings.
When defining the target market and the brand story, we looked at key words such as bespoke, quality, pure, adventure, wild, exploration, approachable, friendly, playful, warm, comfortable, wholesome and relaxed.
We created several moodboards for art direction: Calm, Handcraft, Line craft, and Badge. A combination of the Calm and Handcraft direction was developed further, looking at a simplistic, approachable and artisanal direction for the brand identity and logo development.
To strengthen the identity and visual tone, icons were developed using a handcrafted illustration style with added texture. Typography was used in a handwritten appearance to align with the company’s relaxed and playful energy.
The use of photography was an important part of establishing the brand. To deliver a personal and warm feeling, Leon and Marliet from ‘The Lion and The Lady’ were commissioned to capture the essence of the brand and show a true reflection of a Hey Pioneer experience, whether you are a family on holiday or a couple on a romantic weekend away.
The responsive website was created using WordPress, with design options set in place early to allow for the company’s future expansion and growth.