Trees at Tughall
A brand and booking website for three minimalist cabins on the Northumberland coast.
Everything you need. Nothing you don’t.
Overview
Trees at Tughall offered cabin stays on a farm four fields from Beadnell, on the Northumberland coast. Base Camp shaped the brand from the first brief in 2020 and built the website that took its bookings from 2022 until the cabins closed in 2026.
Outcome
Around 400 people signed up before the January 2022 launch, and Instagram passed 20,000 followers by 2024.
Challenge
The owner wanted to lead cabin stays in the UK. He described the feel he was after as “emotional minimalism”: “scandi-design meets bogs and sea-frets.” The brand had to say that in a name and a mark, and booking had to be simple.
Role
- A brand alignment workshop and brand statement.
- Logo and icon development, with Shane Cody of Scody Design Co.
- Webflow design and build, with a page for each cabin.
- Booking calendars for each cabin through Inn Style.
- A pre-launch newsletter and launch support.
- Signage files and updates through to 2026.
Approach
The brand statement set the course: boutique cabin stays for outdoorsy people, in a minimal environment with an emotive voice. The mark is drawn from the Ash rune of the Northumbrian runic alphabet, set on a golden-ratio grid.
The three cabins, Ash, Hawthorn and Willow, are named for the trees around them. The line was “Everything you need. Nothing you don’t.”
Identity
The Trees at Tughall mark.
01 — Challenge
The owner wanted to lead cabin stays in the UK. He described the feel he was after as “emotional minimalism”: “scandi-design meets bogs and sea-frets.” The brand had to say that in a name and a mark, and booking had to be simple.
02 — Role
- A brand alignment workshop and brand statement.
- Logo and icon development, with Shane Cody of Scody Design Co.
- Webflow design and build, with a page for each cabin.
- Booking calendars for each cabin through Inn Style.
- A pre-launch newsletter and launch support.
- Signage files and updates through to 2026.
03 — Approach
The brand statement set the course: boutique cabin stays for outdoorsy people, in a minimal environment with an emotive voice. The mark is drawn from the Ash rune of the Northumbrian runic alphabet, set on a golden-ratio grid.
The three cabins, Ash, Hawthorn and Willow, are named for the trees around them. The line was “Everything you need. Nothing you don’t.”
Identity
04 — Outcome
Around 400 people had signed up before the January 2022 launch, and the brand’s Instagram passed 20,000 followers by 2024. Trees at Tughall closed in February 2026, with the cabins to reopen under a new name. The owner’s verdict on the brand work: “Absolutely bang on.”
Credits
Project Description
Trees at Tughall offered cabin stays on a farm four fields from Beadnell, on the Northumberland coast. Base Camp shaped the brand from the first brief in 2020 and built the website that took its bookings from 2022 until the cabins closed in 2026.
Client
Trees at Tughall — Brand & Website
Date
2020–2026
Services
Brand Strategy / Identity / Website Design / Webflow
Sector
Boutique cabin stays
The work. What we did, and what it changed.
The owner wanted to lead cabin stays in the UK. He described the feel he was after as “emotional minimalism”: “scandi-design meets bogs and sea-frets.” The brand had to say that in a name and a mark, and booking had to be simple.
- A brand alignment workshop and brand statement.
- Logo and icon development, with Shane Cody of Scody Design Co.
- Webflow design and build, with a page for each cabin.
- Booking calendars for each cabin through Inn Style.
- A pre-launch newsletter and launch support.
- Signage files and updates through to 2026.
The brand statement set the course: boutique cabin stays for outdoorsy people, in a minimal environment with an emotive voice. The mark is drawn from the Ash rune of the Northumbrian runic alphabet, set on a golden-ratio grid.
The three cabins, Ash, Hawthorn and Willow, are named for the trees around them. The line was “Everything you need. Nothing you don’t.”
Around 400 people had signed up before the January 2022 launch, and the brand’s Instagram passed 20,000 followers by 2024. Trees at Tughall closed in February 2026, with the cabins to reopen under a new name. The owner’s verdict on the brand work: “Absolutely bang on.”
Everything you need. Nothing you don’t.
“The work wasn't just about making it look better — it was about building a clearer relationship between product, story and experience.”
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