Hartington Hills, formerly known as Upper Hurst Farm, has undergone a significant rebrand following a fire that affected much of its infrastructure in the summer of 2024.
The name change comes as the site, nestled in the heart of the Peak District, continues to evolve, reflecting its growth and broader vision for the future.
This shift in branding aims to better represent the diverse offerings and experiences available at the site while staying true to its roots and commitment to sustainability.
The rebranding to Hartington Hills is more than just a cosmetic update. It’s a way to align the site’s name with the landscape it inhabits.
The name Hartington Hills draws from the surrounding hilltops and the picturesque village of Hartington, a place that embodies the spirit of the Peak District.
“Hartington, a picturesque village steeped in history and charm, is at the heart of the Peak District, and the hills that embrace it are central to the beauty and spirit of the place we call home,” said the site’s owners, Sue and Amy.
The decision to rebrand also reflects the site’s plans for expansion. The focus will be on providing visitors with new ways to engage with nature, whether through hiking, relaxing, or enjoying a variety of accommodation options such as glamping yurts and cozy cottages.
“Hartington Hills means adventure, tranquillity, and connection to nature. It speaks of the many possibilities we see for the future,” the owners shared.
As the business continues to grow, this name change represents the future vision for the site, emphasizing the varied experiences it aims to offer guests.
Despite the name change, the site’s core values remain the same. Hartington Hills continues to be a family-run business, committed to high-quality facilities, exceptional guest experiences, and sustainability.
The rebrand is seen as an opportunity to build on the strong foundation established over the years while expanding their community and the experiences available to guests.
New signage, merchandise, and updated branding materials will be introduced, but the welcoming atmosphere and dedication to quality will remain unchanged.
Industry professionals in the outdoor hospitality sector can take note of Hartington Hills’ approach to rebranding, which highlights the importance of aligning a business’s identity with its mission and natural surroundings.
This is an example of how businesses in the sector can refresh their branding to reflect growth and changes in the landscape while maintaining strong ties to their heritage and core values.