In the heart of South East Queensland’s ancient rainforests, a quiet transformation has taken place—from bushwalking lodge to a nature-led private retreat. No longer an escape, but a gentle return to what matters.
THE CONCEPT
Olera was born from the fusion of the Latin word “Oleris” (vegetation) and “era” (a reference to time), capturing the timeless nature of the ancient beech forests of Gondwana where the retreat is located.
The overarching creative concept, "A Moment Suspended," invites guests into a moment of stillness where thoughts settle and stories surface. This concept reframes the idea of luxury, focusing not on escapism, but on reconnecting with one’s surroundings. The visual identity reflects the natural elements of the rainforest—earth, fire, air, and water—expressed through texture, space, and movement, capturing the essence of the environment in a sophisticated yet serene way.
The logo design draws inspiration from the curvature of these forests, with Dahlia font by VJ Type purposefully chosen for its fluidity and weight, capturing the curved nature of the tree’s roots in the shapes of the letters “e,” “r,” and “a.”
As part of the rebrand, I took the opportunity to expand the branding into four distinct sub-brand identities:
PASSAGE for guided hikes and adventure trails, representing earth.
EMBER for the onsite restaurant and bar, embodying fire.
SOLACE for the health sanctuary and spa, signifying water.
BOTANICA for local flora-inspired aromatherapy and hotel amenities, representing air.
This creates a more personalised and targeted approach to potential guests, and allows Olera to expand its offerings in the future without overcomplicating the main brand’s identity.
Tone of voice plays a pivotal role in this rebrand, emphasising understated luxury rather than cliché notions of opulence. It’s thoughtful, emotionally intelligent, and culturally aware—trusting the guest’s intellect and taste, never pandering or performing.
