MERRYLAND
Branding for
Merryland Pavilion + Merryland Farm and Training Center
DESIGN PROBLEM
CHALLENGE #1 | The 2 business units are under 1 name- MERRYLAND but have completely different audiences.
CHALLENGE #2 | Look and feel is different for each BUT must still convey that both has the same brand values:
Celebrating Nature.
Celebrating Family and Togetherness.
Forwarding Knowledge of Farming
A helpful analogy to the problem: The Merryland Farm and Pavilion are like two siblings with different personalities . And the design should be something they both will like.
COMPANY STORY
MERRYLAND INTEGRATED FARM AND PAVILION offers accommodations, events venues and is recently accredited as a training center by the Department of Agriculture.
Owned by the late Arsenia Castillo the family business has been a household name in Bulacan for decades. In her last wishes she made known, for Merryland to be entrusted to the passionate and most capable hands of her grandson Jian Castillo who shared the same visions of what Merryland stands for .
CREATIVE PROCESS
To understand the two siblings we have to see where their home is.
Went on-site to see the place up close, feel the ambiance and understand its people. The people behind the brand. And the people it serves.
The most promising take is the property where Merryland is within. Evidently nurtured through the years with utmost fervor. Farmland cultivated by a family, for families.
DESIGN SOLUTION
I reflected a common element encompassing the brand being a farm stay resort, events place, and a training center- the farmlands.
This element binds the two while still having separately unique identities.
BRAND LOGO’S MEANINGFUL ELEMENTS:
- Two Different Hands
- The Golden Farm Lands
- Sprout- new growth from a germinating seed
- People Together Joined hands
MERRYLAND is a place where we cultivate knowledge and skills passed on to young farmers.
ALL IN THE LANDSCAPE OF THE FARMLAND. Preserving a heritage from one generation to the next.
BELOW IS MY EARLY DOODLES. With captions to translate my terrible handwriting 
AFTER
BEFORE
More than just a logo, your identity is inspired by your message. Connecting with people on an emotional level.
Meaningful Identity Design
Nothing is slapped on the design because it looks pretty. Every element is meaningful, because your brand not only shapes perception of your target audience , it brings your people together working with pride, towards one and the same mission.
Creative Process
To understand the two siblings we have to see where their home is.
Went on site to see the place up close, feel the ambiance and understand its people. The people behind the brand. And the people it serves.
The most promising take is the property where Merryland is within .Evidently nurtured through the years with utmost fervor. Farmland cultivated by a family, for families.
A worthy goal in any branding or identity project is to give you the ability to remove the logo from marketing material and still have the onlooker identify the brand.
VERBAL BRANDING
BRAND MANIFESTO:
For when the sun gives our beloved farm lands its golden glow. Sunrise to sunset, every day and always, Merryland stands by its mission to future generations- pass on the knowledge and passion for working hard together, striving for excellence while celebrating together life’s precious moments, being with each other, moving forward and growing together.
Merryland vows to wow you with affordable grandeur and luxury, we promise you farm fresh experiences no less than royalty.
No matter how you feel, spending time on our humble farm you will feel life is absolutely grand.
In the landscape of our precious farmland, create special moments in nature, with family, much laughter, and memories.
In the landscape of our precious farmland, we shall share the knowledge and passion for working hard together, striving for excellence, and growing together.
“We move forward against all odds, so when you’re tired, come and relax, but don’t you dare give up!”
BRAND PILLARS
Celebrate togetherness, celebrate your life’s precious moments.
Eco tourism destination and cultivate love for nature.
Impart knowledge, skills and a secured and enticing livelihood for all farmers of today, passing on to their future generations.
BRAND MESSAGES
Merryland, cultivating the future.
Giving you the royal treatment you deserve.
Nature, family, laughter, and togetherness.
Celebrate and create memories.
Celebrate your parties the merriest way!
Celebrate IN nature, celebrate WITH nature.