Camping De Molenhof: Familiar Vacation Fun with a New Look
Customer
De Molenhof Campground
Our role
Strategy
Positioning
Rebranding
Design
Deliverables
Brand Strategy
Playbook
Visual Identity
Web Design
Signage
Social media content
Date
Q3 2025 – Q1 2026
Camping De Molenhof has been a welcoming 5-star family campground in Twente for 60 years, where families have been returning for three generations. The third generation of the family is now at the helm, and De Molenhof welcomes families whose parents spent their own childhood vacations here.
Children have plenty of space to play and explore, while parents can truly enjoy their vacation. This is where memories are made, traditions are passed down, and every new guest discovers that same familiar vacation feeling.
Innovate without losing what you know and love
So that strong foundation was already in place. The challenge? To let the brand grow without losing what makes De Molenhof so distinctive.
Together, we set out to develop a more refined positioning and a brand identity that better reflects what De Molenhof stands for. Not just with a redesigned logo, but with a single, clear brand concept that guides our image, communication, and guest experience.
First direction, then form
Before we started designing, we first wanted to know what makes De Molenhof special. Why do guests choose this campground? Which families are the best fit for what it has to offer? And above all: what feeling should you get when you see, visit, or hear about De Molenhof?
Through an online survey, we gathered input on topics such as objectives, target audiences, core values, competitors, and the desired image. These insights formed the basis for a strategic session with the core team at Camping De Molenhof.
Together, we took a closer look at the campground’s unique selling points, target audience segmentation, archetypes, and competition. We also mapped out the communication strategy and key channels using the See-Think-Do-Care model.
This allowed us to work together to identify what truly sets De Molenhof apart and the position the brand wants to occupy. The core message became increasingly clear: De Molenhof needed to remain familiar and accessible, but could also showcase more individuality, cohesion, and playfulness.
That's how the direction came first. Only then did the form follow.
"Thanks to AlienTrick , we now have a complete corporate identity and a clear brand identity, which brings everything together into a single, recognizable whole. It really feels like De Molenhof is now established as a brand."
- Steven Kleijsen, owner of Camping De Molenhof
From Strategy to a Recognizable Brand
Strong positioning isn't just something you need to be able to explain. You also need to be able to sense and recognize it.
That is why we translated the strategic principles into a visual identity that better reflects what De Molenhof stands for. The familiar character remained recognizable, but gained more cohesion, energy, and a contemporary look.
When redesigning the logo, it was important to De Molenhof that certain recognizable features be retained. For example, the windmill blades were once again given a prominent place in the logo, and the distinctive cartoon eyes remained part of the design. Building on those familiar elements, we brought more simplicity and unity to the overall design.
The color palette also builds on what was already there. Orange and yellow remained the foundation, complemented by colors that naturally tie in with them and give the identity more depth and flexibility. The typography and graphic elements reinforce the campground’s playful and accessible character. The mascot, Mollie, also got a fresh update, and Mik the dog became part of the Molenhof family.
This gave rise to a recognizable visual world that feels familiar to existing guests while also being fresh and contemporary enough to appeal to new families.
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A single playing field for the entire brand
A new identity only really works when everyone can use it.
That’s why we compiled the strategic and visual branding decisions into a practical playbook. In it, we outlined not only how the logo, colors, typography, and stylistic elements are used, but also how the positioning is reflected in our communications.
This ensures that everyone who communicates on behalf of De Molenhof has the same clear foundation. Whether it’s a social media post, a website page, a campaign, or a message at the campground, there’s no need to reinvent the wheel every time.
This leads to greater brand recognition, greater cohesion, and, above all, a brand that can continue to grow consistently over the long term.
From Brand Identity to Guest Experience
Of course, the revamped identity didn’t just stay in the playbook. We brought the brand to life at various points along the customer journey.
We developed the visual foundation for the new website design, created social media content, and adapted the style for use at the campground itself. This way, the brand identity isn’t just visible in communications—it becomes part of the vacation experience.
From the first online interaction to the moment guests arrive at the campground, the same familiar Molenhof experience unfolds every time.
Ready for new memories
With its refined positioning and revamped brand identity, Camping De Molenhof now has a solid foundation for further growth.
The campground has a distinctive look and feel, clear branding principles, and a visual system that can be applied both online and on-site. This allows the team to continue building the brand consistently on their own, without losing its familiar character.
Because innovation doesn't mean everything has to change. Sometimes it just means highlighting more clearly what has always been special.
Are you ready for a brand that’s a perfect fit for you again?
A strong brand grows with you, without losing what makes you recognizable. We help you bring together strategy, positioning, and creativity into a brand that feels right and is ready for the next step. Discover what your brand is all about. Let’s get to know each other.
