The Fisherman’s Longing – Brand Strategy, Visual Identity, Web Design
Tourism
“Dorul pescarului” is the name chosen for a guesthouse in Romania built in a hilly area of the Southern Subcarpathians. “Dorul pescarului” is actually a chalet-style retreat, situated near a river, between the river’s course and an artificial lake, in a hilly Subcarpathian area, far from towns and villages. For fishermen, the place is a kind of “heaven on earth.” But this aspect is the least important; above all, “The Fisherman’s Longing ” is a destination where you can find peace and quiet and enjoy a pristine, fully preserved natural setting with a breathtaking view of the Făgăraș Mountains. This hidden spot in the heart of nature is especially suitable for children, as they will fully experience the freedom and joy that nature brings them.
We were involved in the process of defining the brand identity, designing the visual identity, and designing and developing the web platform.
We wanted to highlight the unique selling points—a chalet retreat in a memorable natural setting, built in a “land of waters.” This led to a direct connection with a powerful symbol—“the fish.” We defined the brand elements based on this perspective—captured right in the name itself—“the fisherman’s longing.”
The visual identity is based on this “fish” motif and features vibrant colors characteristic of the natural surroundings of this place, including shades of blue and green. The logo also works well in black and white.
The website is tailored to the user personas identified during the research phase. The navigation flows are simple and lead to the booking page. We placed special emphasis on showcasing nature and sought to use as many photos as possible. The site is optimized for mobile devices.
You can view the website here – Dorul Pescarului
Below, we outline the process of creating visual identity elements. In a future article, we will also present the brand strategy along with all the elements included here, from brand essence to brand personality.
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