Irente Farm Re-Branding
⁕ CLIENT
Portfolio Project for Irente Farm Lodge West Usambara Mountains
⁕ TASKS
Re-brand Logo, Color Palette & Language. Re-design website.
⁕ TOOLS
framer. figma.
⁕ About
Irente Farm is a lodge nestled within a biodiversity reserve in Tanzania’s West Usambara Mountains. I had the chance to stay there in 2017, and it’s a place I still enjoy thinking back on.
Recently, I looked up their website and realized that their digital presence didn’t quite capture the charm and quality of the experience I remembered. So I decided to take matters into my own hands and redesign their branding and website - imagining how their online presence could better represent what makes Irente Farm special.
current website
⁕ Challenge
Irente Farm Lodge offers a unique experience: a nature lodge situated within a biodiversity reserve in Tanzania’s West Usambara Mountains. Despite the beauty of the location and the variety of services offered (from accommodation and dining to outdoor activities) the lodge’s digital presence does not fully communicate this experience.
The existing website presents several usability and branding challenges. The visual design feels dated, with heavy textures, inconsistent spacing, and a layout that lacks clear hierarchy. Important information about accommodation, activities, and booking is spread across multiple navigation items, making it difficult for visitors to quickly understand what Irente Farm offers.
Additionally, the site does not strongly convey the lodge’s key differentiators: its connection to nature, sustainability, and the unique atmosphere of staying on a working farm within a biodiversity reserve. Photography and storytelling -which are crucial for travel and hospitality websites- are underutilized, limiting the emotional connection potential guests might feel when visiting the site.
The challenge of this project was therefore to rethink Irente Farm’s branding and website in a way that better reflects the experience of staying there: calm, authentic, nature-focused, and welcoming - while also improving clarity, usability, and visual appeal.
⁕ Results
The redesign focuses on creating a digital experience that reflects the tranquility and natural beauty of Irente Farm. A refreshed visual identity introduces a cleaner, more modern aesthetic inspired by the surrounding landscape, emphasizing natural colors, organic shapes, and spacious layouts.
The new website structure simplifies navigation and highlights the lodge’s core offerings-accommodation, nature experiences, and dining- allowing visitors to quickly understand what makes Irente Farm special. Large, immersive photography plays a central role in the design, helping potential guests imagine themselves in the environment and creating a stronger emotional connection (Photos are by me :)) ).
In addition to visual improvements, the redesign prioritizes clarity and user flow. Key actions such as exploring accommodations or making a booking are made more prominent and accessible, reducing friction in the user journey.
Overall, the project demonstrates how thoughtful branding and user-centered design can better communicate the character of a place and elevate the way it is experienced online.
images by Half odd creative lab.
Irente Farm Re-Branding
⁕ CLIENT
Portfolio Project for Irente Farm Lodge West Usambara Mountains
⁕ TASKS
Re-brand Logo, Color Palette & Language. Re-design website.
⁕ TOOLS
framer. figma.
⁕ About
Irente Farm is a lodge nestled within a biodiversity reserve in Tanzania’s West Usambara Mountains. I had the chance to stay there in 2017, and it’s a place I still enjoy thinking back on.
Recently, I looked up their website and realized that their digital presence didn’t quite capture the charm and quality of the experience I remembered. So I decided to take matters into my own hands and redesign their branding and website - imagining how their online presence could better represent what makes Irente Farm special.
current website
⁕ Challenge
Irente Farm Lodge offers a unique experience: a nature lodge situated within a biodiversity reserve in Tanzania’s West Usambara Mountains. Despite the beauty of the location and the variety of services offered (from accommodation and dining to outdoor activities) the lodge’s digital presence does not fully communicate this experience.
The existing website presents several usability and branding challenges. The visual design feels dated, with heavy textures, inconsistent spacing, and a layout that lacks clear hierarchy. Important information about accommodation, activities, and booking is spread across multiple navigation items, making it difficult for visitors to quickly understand what Irente Farm offers.
Additionally, the site does not strongly convey the lodge’s key differentiators: its connection to nature, sustainability, and the unique atmosphere of staying on a working farm within a biodiversity reserve. Photography and storytelling -which are crucial for travel and hospitality websites- are underutilized, limiting the emotional connection potential guests might feel when visiting the site.
The challenge of this project was therefore to rethink Irente Farm’s branding and website in a way that better reflects the experience of staying there: calm, authentic, nature-focused, and welcoming - while also improving clarity, usability, and visual appeal.
⁕ Results
The redesign focuses on creating a digital experience that reflects the tranquility and natural beauty of Irente Farm. A refreshed visual identity introduces a cleaner, more modern aesthetic inspired by the surrounding landscape, emphasizing natural colors, organic shapes, and spacious layouts.
The new website structure simplifies navigation and highlights the lodge’s core offerings-accommodation, nature experiences, and dining- allowing visitors to quickly understand what makes Irente Farm special. Large, immersive photography plays a central role in the design, helping potential guests imagine themselves in the environment and creating a stronger emotional connection (Photos are by me :)) ).
In addition to visual improvements, the redesign prioritizes clarity and user flow. Key actions such as exploring accommodations or making a booking are made more prominent and accessible, reducing friction in the user journey.
Overall, the project demonstrates how thoughtful branding and user-centered design can better communicate the character of a place and elevate the way it is experienced online.
images by Half odd creative lab.
Irente Farm Re-Branding
⁕ CLIENT
Portfolio Project for Irente Farm Lodge West Usambara Mountains
⁕ TASKS
Re-brand Logo, Color Palette & Language. Re-design website.
⁕ TOOLS
framer. figma.
⁕ About
Irente Farm is a lodge nestled within a biodiversity reserve in Tanzania’s West Usambara Mountains. I had the chance to stay there in 2017, and it’s a place I still enjoy thinking back on.
Recently, I looked up their website and realized that their digital presence didn’t quite capture the charm and quality of the experience I remembered. So I decided to take matters into my own hands and redesign their branding and website - imagining how their online presence could better represent what makes Irente Farm special.
current website
⁕ Challenge
Irente Farm Lodge offers a unique experience: a nature lodge situated within a biodiversity reserve in Tanzania’s West Usambara Mountains. Despite the beauty of the location and the variety of services offered (from accommodation and dining to outdoor activities) the lodge’s digital presence does not fully communicate this experience.
The existing website presents several usability and branding challenges. The visual design feels dated, with heavy textures, inconsistent spacing, and a layout that lacks clear hierarchy. Important information about accommodation, activities, and booking is spread across multiple navigation items, making it difficult for visitors to quickly understand what Irente Farm offers.
Additionally, the site does not strongly convey the lodge’s key differentiators: its connection to nature, sustainability, and the unique atmosphere of staying on a working farm within a biodiversity reserve. Photography and storytelling -which are crucial for travel and hospitality websites- are underutilized, limiting the emotional connection potential guests might feel when visiting the site.
The challenge of this project was therefore to rethink Irente Farm’s branding and website in a way that better reflects the experience of staying there: calm, authentic, nature-focused, and welcoming - while also improving clarity, usability, and visual appeal.
⁕ Results
The redesign focuses on creating a digital experience that reflects the tranquility and natural beauty of Irente Farm. A refreshed visual identity introduces a cleaner, more modern aesthetic inspired by the surrounding landscape, emphasizing natural colors, organic shapes, and spacious layouts.
The new website structure simplifies navigation and highlights the lodge’s core offerings-accommodation, nature experiences, and dining- allowing visitors to quickly understand what makes Irente Farm special. Large, immersive photography plays a central role in the design, helping potential guests imagine themselves in the environment and creating a stronger emotional connection (Photos are by me :)) ).
In addition to visual improvements, the redesign prioritizes clarity and user flow. Key actions such as exploring accommodations or making a booking are made more prominent and accessible, reducing friction in the user journey.
Overall, the project demonstrates how thoughtful branding and user-centered design can better communicate the character of a place and elevate the way it is experienced online.
images by Half odd creative lab.