Dornoch Caravan & Camping Park has introduced a new logo as part of what its owners describe as a broader evolution of the site’s identity, with the updated branding set to be rolled out gradually through the 2026 season.
The redesigned logo incorporates an oystercatcher, a bird commonly found along the Dornoch area, along with flowing lines intended to reflect the park’s coastal environment.
According to the owners, the aim was to create a design that reflects the natural setting while presenting a consistent and recognizable visual identity across digital and on-site platforms.
Owners Darren and Lynn Redfern indicated that the rebrand is intended to align with the park’s positioning and recent investments. “The new logo reflects who we are and where we are,” Mrs Redfern told The Northern Times.
“The park is rooted in the local landscape – the coast, the wildlife and the sense of space and calm that people come here to enjoy. The oystercatcher felt like the perfect symbol of that connection.”
The updated branding will be introduced in phases, including on signage, the park’s website, and printed materials, with full adoption expected during the 2026 operating season. The timing coincides with ongoing improvements made at the site in recent years, which management says are part of a longer-term strategy.
Mr Redfern said the rebrand reflects wider investment in the site in recent years. “We see this as a natural evolution,” he said. “We’ve worked hard to improve the park over time, and the new logo brings our visual identity up to date while staying true to our character and surroundings.”
The business has built its customer base by attracting visitors from across the United Kingdom and international markets, supported by its location near the town of Dornoch and access to coastal activities, including walking, golf, and wildlife experiences.
For operators in the outdoor hospitality sector, the rebranding highlights how independent parks are using visual identity updates to reinforce their market positioning without altering core offerings.
Incremental branding changes, particularly those tied to local environmental features, can support differentiation in competitive regional markets while maintaining continuity for returning guests. The phased rollout approach also reflects a strategy that allows businesses to manage costs and operational disruption while updating brand assets over time.
The new logo is expected to become fully visible across customer touchpoints as the 2026 season progresses, signaling a refreshed but consistent identity for the park.