BRAND IDENTITY EXPLORATORY
Hacienda El Tejido is a family-owned ranch, deep in the heart of the lone star state. This property aspires to become a must-visit destination for residents and visitors of Central Texas, by proving a much needed escape and sense of familiar comfort in leisure activities that range from weekend retreats to epic wedding ceremonies.
We wanted to develop a brand identity with a true heritage and the proper weight a family estate in the Southwest should carry. The Latin etymology for the Spanish word 'HACIENDA' is defined as "things to be done" —as a future destination, this is an essential part of the brand narrative.
To compliment Hacienda, and continuing to pay homage to the regional history as well as the family history, 'El Tejido' was chosen for its phonetic balance and rich pronunciation legacy; Texas, when a part of Mexico, was spelled with a "J", giving us Tejas/Mejico. The raspy quality of this letter sound alludes to the austerity of the American Southwest. When translated to English, tejido means weave/woven—as in fabric, which nods back to the family patriarch, who grew up amongst fields of cotton.
ARCHETYPES OF BRANDING
Brand is the bridge between belief and behavior. When it comes to marketing, there are 12 classic brand archetypes. These cover the spectrum, from those that convey comfort to others to those that create excitement. Choosing the right archetype is essential to stay true to an ethos, which creates a deeper connection with the target audience.
MASTER ARCHETYPE : HACIENDA EL TEJIDO
The one-word description for The Caregiver is altruism: the unselfish concern and/or devotion to nurture and care for others. This archetype is motivated to serve and provide reassurance, advice, a listening ear and open heart to support the welfare of others. The Caregiver is compassionate, generous, efficient, self-sacrificing, patient, highly competent and an excellent multitasker. Able to find the silver lining in any cloud, the Caregiver remains calm in a crisis, makes friends with everyone and radiates the lightness of optimism.
The Caregiver archetype can be self-directed and can represent self-care in the form of self-acceptance. The Caregiver often gives with no expectation of anything in return, finding meaning in improving the lives of others. This archetype disputes conventional economic thought that the incentives of self-interest reign supreme.
The Caregiver believes that it is its responsibility to help others, but this archetype is also motivated to nurture because the action affirms both a sense of self and a particular world view. The caregiver wants to live in a world where people take care of one another, a world in which the sense of community provides comfort and confidence. A world without abandonment and aloneness. In first seeking to help others with compassion and generosity, the Caregiver finds satisfaction in meaning, making a difference, however seemingly small, to support others toward greater ease, empowerment, and love. By offering care, this archetype fulfills some basic human needs - empathy connection and love.
Altruism. Compassion. Patience. Empathy.
Fear of instability. Overcompromise leading the loss of balance. Inability to say no.