All together
at Beaulieu

We are spoilt for choice in the New Forest area when it comes to family days out. Beaulieu has been one of the leading visitor attractions in the UK for many years, but were looking to gain significant growth in the New Forest tourism market and refresh their image to gain a broader appeal. 

The Challenge

We needed to communicate Beaulieu’s unique and diverse offering which includes the motor museum, the Abbey, children’s play area, palace house, and monorail, to name a few. There’s no place quite like Beaulieu, with it’s eclectic mix of attractions it’s a unique place to bring the family together and offers something for everyone. However, while this diversity was a huge strength, it presented an enormous communications challenge. 

Logo Development

The Solution

The answer was togetherness. Not only the combination of unique historical attractions, but also the connection you get as a family when you visit a place where no one is compromising on their day out. 

The logo was a painstakingly tweaked and crafted combination of typefaces from different era’s and attractions at Beaulieu. From monastic scrolls to 60’s motor racing posters, to cursive typography found in Lady Montague’s textile exhibition, we combined a range of relevant typefaces to create something both unique and representative of a coming together of different era’s, much like the place itself. 

logo variants

Images & Photography

The updated Beaulieu photography was produced to promote togetherness using natural style and colours, as well as communicating a sense of place.


The fonts chosen allow communication in a variety of different tones, whilst maintaining consistency. They were chosen for their charm and character, and feeling of times gone by, whilst maintaining an element of modernism.  

Beaulieu typography

Colour Palette

The colours were selected from a range of imagery and inspiration sources around the Beaulieu site. Rather than picking individual colours we selected a range within each colour to give maximum flexibility when talking to different audiences.

Beaulieu email

Services Provided

Brand Development
Logo Design
Brochure Design
Press Adverts
Website design
HTML Emails
Digital Banners & Animation
Campaign Creative

Strategic creative direction from Loveable

Digital banners

The Result

The rebrand has been a huge success, not only on site at Beaulieu, but also featuring as part of a new marketing campaign across the south coast. 

Despite the complexity of the creative brief, James and his team worked patiently with our in-house team to develop our new logo, our fabulously quirky and creative ‘All Together at Beaulieu’ montage and its application across all our media channels from out of home, to digital adverts, press, website and our annual leaflet. Zap Creative are a very versatile, patient and creative team with the added benefit of being really nice to work with; we won’t hesitate to work with them again.

Rachael Goldstraw, Head of Marketing & Business Development, Beaulieu