Hambarul Târgovețului
(The Merchant’s Barn Venue)
Hambarul Târgovețului is the events venue within the broader hospitality concept named Domeniul Strehan (Strehan Estate), located in the renown Dealu Mare wine region in Romania — conceived as both an integral part of the estate and an independent brand for operating in the events organization category and manufacturing of traditional food products. The aim was to create a brand that complements the estate’s overarching story while attracting new audiences and standing confidently on its own.
We developed an identity that honours the past while expressing vitality, prosperity and togetherness.
Strategy
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The starting point was understanding the dual narrative embedded in the property: its historical significance and its future role within the modern tourism concept of the Strehan Estate. We structured the brand story around two complementary chapters — then and now. The past recalls the remarkable story of Eglantina Ionescu, for whom the manor was built between 1935 and 1939 as a summer residence. The present focuses on the atmosphere and experience offered to today’s guests, ensuring a seamless transition between heritage and hospitality.
Name & Logo
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At the heart of the visual identity stands the wild rose — rosa rubiginosa — known in archaic language as eglantine. The flower becomes a symbol of nobility, delicacy and timeless elegance, directly referencing the name and the personality behind the manor. Complementary graphic cues echo the architectural detailing of the interwar period, evoking refinement without ornamentation excess. The logomark also integrates grape motifs — a visual thread connecting Conacul Eglantina to the wider Strehan Estate portfolio — reinforcing coherence within the brand architecture.
Visual Language
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The visual system draws inspiration from interwar decorative elements and fine jewellery details, translated into structured compositions and elegant typographic choices. Subtle textures, balanced proportions and carefully framed layouts communicate grace and continuity. The aesthetic preserves the manor’s historic dignity while presenting it through a contemporary lens, suitable for modern hospitality communication. The overall identity feels cultivated, poised and naturally integrated within the vineyard landscape.
Brand expression
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The identity was extended across venue signage, event materials and communication assets, ensuring consistency in how Hambarul Târgovețului is introduced to guests and partners. Under the same name, a range of traditional food products will also be launched, reinforcing the promise of “the taste of times gone by” and deepening the experiential connection with the estate.
