Rural tourism · Villena, Alicante
Drawing the landscape that was already there
Identity for a rural tourism estate in the Villena countryside: an Aleppo pine and an olive tree in silhouette, the colours of the high plain and a classic typeface with a modern feel. Logo, guidelines and applications, from the entrance sign to the house keyring.
- Client
- Finca Las Tiesas
- Sector
- Rural tourism
- Services
- Visual identity · Brand guidelines · Applications
- Year
- 2026
The challenge
Finca Las Tiesas is a 1970s house surrounded by olive groves and pine woods in the Las Tiesas area, at the foot of the Peña Rubia sierra. It needed a brand that felt rooted without falling into the rural-cottage cliché, that didn’t look like an estate agent, and that worked just as well on a wooden sign, an embroidered apron or a phone screen.
The process
We started with the place: the Villena high plain, with its vineyards, olive groves and pale limestone soil, plus photos and aerial views of the estate itself. In the first round we proposed three geometric symbols: a furrowed olive tree, a pine with the sierra and a monogram. The client asked for something less conceptual and truer to a real tree. That conversation was the turning point: in the second round we drew silhouettes of the estate’s own trees, and the client chose the two together.
The solution
The symbol places the tall pine behind and the twisted olive tree in front, on a clay-coloured ground line, in the same order you see them from the entrance. Cormorant Garamond gives the name a classic tone and a widely spaced Jost adds the modern counterpoint. The palette takes three greens from the trees and the scrubland and three earth tones from the soil and the brick of the house. Contour lines from the Peña Rubia and the olive-grove rows complete the system.
The result
An identity you can recognise from the car at the gate, and that can be engraved, embroidered or screen-printed in one colour without losing the silhouette. The system covers the sign, stationery, accommodation sheet, wine label, textiles and digital presence, and it is already in use on the estate’s website and sales dossier.
Gallery
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