Penicuik Estate

Scottish Design Awards 2024: Brand Identity Finalist.

Brand Identity
Brand Strategy
Tone of Voice

Telling the next chapter of Penicuik Estate’s story. Celebrated as a hub of the Scottish Enlightenment and enjoyed by thousands of visitors annually, Penicuik Estate is located 10 miles south of Edinburgh and extends to 3,100 hectares. The estate not only has a rich agricultural and natural heritage but is also home to one of Scotland’s finest Designed Landscapes. With ambitions to become a pioneering, sustainable business and world-class tourist attraction, Penicuik Estate tasked Touch with creating a brand that would help them grow for the future.

Inspired by the enlightenment philosophies of the Second Baronet, Sir John Clerk, we crafted a brand identity that conveys Penicuik’s refreshed core values and vision – a dynamic “living landscape” which combines productivity with purpose. During our research of the Estate’s extensive archive, we discovered a deceptively simple quote from Sir John Clerk that underpinned our thinking throughout the branding process and continues to resonate as we roll out the brand today.

With sustainability at its core, our brand not only celebrates the fascinating Clerk family story but is forward-looking in approach, encapsulating a dynamic working estate as well as laying the foundations for a sustainable leisure and accommodation offer.

A stylised PE monogram forms the base of the identity, which on closer inspection reveals one of the fir trees that have become synonymous with the Estate. This simple device can flex in use to reflect both the celebrated elements of the estate, while working equally as well alongside the more contemporary offerings

The earth tones of the principal colour palette draw inspiration from the river and land of the estate, while celebrating the nature at heart. Contrasting serif and sans-serif brand typefaces celebrate the estate’s rich heritage while acknowledging its future. Connective ligatures in the primary brand typeface also hint at the connections between the estates natural and designed elements.

This refreshed identity is supported by a direct and upbeat tone of voice that welcomes visitors and tells the story of the estate as they explore. Working with acclaimed lifestyle photographer Murray Orr, we shot images of the reimagined accommodation and surrounding countryside, for use on social, digital and print applications.We are also creating a new website with integrated booking functionality, due for launch in summer 2024.