Freycinet Experience Walk

Come to your senses

Friendly Beaches Lodge was the recipient of the RAIA’s inaugural award for sustainable architecture. Designed by Ken Latona in the early 90s, it remains one of Tasmania’s premier eco-tourism destinations and is a testament to the legacy of its founder, Joan Masterman.

Retail & hospitality
  • Brand strategy
  • Brand identity
  • Communications
  • Website
Honing in on the detail

A stunning image library, distilled from an existing client collection of more than 5000 photographs, reveals a new mascot in the form of the little crested tern. Used across physical and digital communications its illustration technique harks back to an earlier time of pen and ink rendering.

Prospective lodge visitors are lured by a clarion call, ‘Come to your senses‘ which informs all communications.

The core of Envelope’s brand strategy distils lodge offerings into five topics – destination, lodge, walk, people, food. Cate Rayson’s copy writing explains each while ensuring optimal search engine results.


An inviting editorial approach, rich in location photography, engages visitors and encourages them to explore everything Freycinet has to offer.

A printed souvenir envelope provides guests with a selection of postcards, maps and details of the itinerary — serving as both a resource for practical information, and as an elegant keepsake.

Reflecting the lodge’s focus on the environment, physical marketing materials are kept to a minimum. Practical merchandising such as water bottles and t-shirts helps spread the message. Targeted print advertising and a branded vehicle fleet broadens Freycinet Experience Walk’s reach.

Off the beaten track…

Envelope’s solution allowed Freycinet to see two aspects of its business — lodges and guided walks — as one distinct offering, with great marketing potential. How could Envelope help your organisation find their unique positioning?

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