La Masovería
A concept identity for a masía stewardship company in the Empordà
La Masovería is a speculative brand exploration: a fictional boutique property management company caring for restored masías across the Empordà, designed to demonstrate what we'd build for a real client in this category. The work isn't a paid engagement. It's our answer to what a management company could look like when it belongs to the land it works, rather than to a property-tech platform.
The name refers to the historic Catalan system of farmhouse stewardship, where a family lived on and worked the land in exchange for a share of the harvest. The visual world draws from botanical field guides, agricultural almanacs, and the materials of the Empordà: cypress, olive, terracotta, dry stone, straw. Typography is a slab serif with weight. The voice speaks in seasons and harvests, not check-ins.
Why we made it
La Masovería is a speculative identity for a boutique company caring for restored masías across the Empordà. Farmhouse stewardship is an old Catalan arrangement, and the properties are centuries old, but the brands in this category almost always borrow their language from property-tech platforms. We wanted to see what the category looks like when it belongs to the land instead.
The thinking
The name refers to the historic system in which a family lived on and worked a farm in exchange for a share of the harvest — stewardship rather than management. The visual world comes from botanical field guides, agricultural almanacs and the materials of the Empordà: cypress, olive, terracotta, dry stone, straw. Typography is a slab serif with weight to it, closer to an almanac than to a hotel brochure.
The voice speaks in seasons and harvests, not check-ins. For an owner of a restored masía, that is the difference between a caretaker and a call centre.
What the brand book covers
Positioning and voice, logotype and marks, colour and typography, illustration and photographic direction, and applications across owner and guest documents, signage and digital touchpoints.
Real projects in this category usually run the same sequence: identity, then a direct-booking website, then the villa and interior photography that makes the property legible to guests.