Hambarul Târgovețului
(The Merchant’s Barn Venue)
Conacul Eglantina is an interwar manor house and architectural landmark in the Dealu Mare wine region of Romania, rediscovered and envisioned as the future accommodation centrepiece of the Strehan Estate hospitality concept. The challenge was to shape a brand that honours the manor’s past while positioning it as a distinctive and desirable destination in the present, both independently and as part of the broader Strehan Estate brand architecture and business ecosystem.
We developed an identity that balances authenticity with relevance, nostalgia with experience.
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.
