London-based creative agency 0120 (formerly Evolve) has crafted a delicate, considered and nostalgia-evoking new brand identity for the Mount Juliet Estate. The new identity incorporates wistful romantic photography and typography that evokes a feeling of being lost in time.

It draws inspiration from the estate’s rich history. Mount Juliet is a 270-year-old Irish estate built for Juliet Butler as a gift from her husband, representing his undying love for her. Today, it encompasses stately Manor House and contemporary Hunter’s Yard residences, alongside Michelin star restaurant Lady Helen, a world-class golf course, renowned equestrian centre, falconry and fishing facilities.

The new brand represents the past and the present, “where past times meet pastimes”. It reflects both the original love story behind the estate as well as the Irish tradition of and passion for being in the great outdoors.

A break from the traditional

The visual identity features an understated and refined colour palette, delicate typography and pared-down contemplative photography. They create an air of nostalgia that also feels contemporary, designed to evoke a feeling of joy and celebration.
Inspired by the colours found on the estate, the colour palette combines muted tones alongside bright, vibrant colours that add a sense of life and energy.

The typography breaks away from traditional serifs and the generic ‘luxury’ sans-serifs that are devoid of character and personality. Instead it features an elegant typeface that helps build a dream-like narrative to capture visitors’ imagination.

Photography is at the heart of the identity. It reflects the overarching concept that is centred around time and moments. A contemplative, ethereal feel to the images represents the magic of Mount Juliet, a hotel steeped in ethereality and nostalgia.

Jake Mason, 0120’s CEO says: “Our brand identity seeks to challenge Mount Juliet’s guests and encourage them to look twice. Every single touchpoint should freeze its audience in a moment, slow them down and give them something to remember.

“We achieved this by ensuring that every minute detail was crafted and considered. Expressive typography, arresting imagery and addictive tactility ensure that the harder you look, the more you feel and the more rewarded you become.”