Branding Luxury Hospitality

Lon Retreat is a rural Point Lonsdale estate that had been in Lon Retreat's family for almost 150 years.

– Brand Strategy
– Identity Design
– Digital Design
– Print Design
– Environmental Design


After an extensive renovation Lon was looking for a strategic creative partner who could help transform the revitalised space into a brand experience. The idea at the core of the identity was that 'in the relentless pace of modern life, simply slowing down can become a spiritual experience'. Lon Retreat, was the vision of founder Claire Gemes who envisioned a place that provided a space to unplug and step into a world separate from the chaos of everyday life.


Identifying the brand essence in a workshop, Fluid ensured that every part of the brand emphasised the relaxed, eco-friendly experience of staying at Lon, with drawn out graphics , stunning aerial photography and copy that eases audiences into the comforts of Lon.


Lon has since gone on to be featured on Broadsheet and 
Spice News, whose journalists instantly recognised the down-to-earth, laid back simplicity of the brand and highly recommended 
Lon as a destination for those looking to escape and find the beauty in doing nothing.

We met with Fluid in the early planning stages of Lon Retreat. We needed a group of creative minds to support us to identify a brand strategy for our longheld vision for our retreat and spa. A collaborative approach was essential, and Fluid were able to tap into the essence of our business and build a cohesive strategy around it. 'Beautiful simplicity' has been the corner stone of everything we have done at Lon, from our name, to our interior design, to our logo, to our print materials and content. It flows through everything we do. Fluid rolled this out into our creative collateral, a dynamic website with supporting print materials and signage throughout our property. Lon has been a huge team effort and we couldn't have done it without the team at Fluid.

Claire Gemes – Managing Director, Lon Retreat

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