The challenge

The public’s perception of Crystal Castle was dated and this did not match the quality of the guest experience, nor its award-winning appeal. The brief was to bring the brand into the present and broaden its appeal, while holding on to the essence of the brand that loyal visitors connect with.

The idea

Every visit is a journey along garden paths, past giant crystals and through quiet spaces. I developed a new identity from that experience. I retained elements of its original mandala, so the mark still felt familiar, but reshaped it with a winding path and set a star at its centre. This star is like a motif that is a small guiding light which now appears across the brand.

Building the system

Around the logomark, I developed a new visual language: a custom typeface, flowing forms, and a grid that keeps all design elements clean while still allowing for movement. A new colour palette draws on the gardens and the crystals: deep amethyst, soft lilac, leaf green and sky blue, grounded in charcoal.

A style guide brings it all together, defining the colours, shapes and type for every application, so whether it’s a sign in the garden or an ad in the paper, it feels like part of the same magical, serene journey.

Where it lives

Logo suite · Colour palette · Style guide · Website · Print advertising · Brochures · Stationery · Garden signage · Packaging

See also: the Crystal Keepers children’s treasure hunt, on the Experiential & Environmental page.

My role

Visual strategy · Logo redesign · Visual identity · Typography · Style guide · Print, digital and environmental rollout