Animal attraction. | Dow Goodfolk, brand strategy, identity, packaging and digital design agency
Dow Goodfolk
Natureland Animal Text Design

Animal attraction.

Part cheap seaside theme park, part down at heel petting zoo, Nelson’s Natureland was struggling to stay afloat. Desperately in need of an overhaul – new look, fresh signage and uniforms, and a whole new story. That’s where Meg and Mike came in. A couple with zoology and marketing experience, they focused on conservation and education, and renamed it Natureland Wildlife Trust. But more than a name change, they needed a game change. Dow discovered that what made the place so special was its ‘up close and personal’ nature – every animal had a name and a tale. We used earthy, natural colours – to reflect a conservation focus – paired with a cheeky ‘animal’ sense of humour to connect with visitors. Across signage, staff uniforms, website and merchandise. Goes to show that creating connections is often the best thing for business.

Natureland logo signage Natureland branded gift bag and pin Natureland animal illustration signage Natureland Meerkat enclosure signage

Results: With visitor numbers on the rise, the Zoo has secured further funding from the Nelson Lakes District Council to deliver all improvements.