Deep in the verdant Austrian countryside, less than an hour from Vienna’s dynamic cultural core, stands Schloss Therasburg, a castle whose blush-pink walls radiate an otherworldly charm. Known locally as the “Pink Castle,” this storied structure has witnessed centuries of evolution from its medieval origins to its modern incarnation as Schloss Blumerie—a flower farm steeped in history and committed to sustainability.

The challenge of crafting a brand identity for Schloss Blumerie was as layered as the castle itself: honouring its rich historical context while aligning it with the modern slow flower movement principles. It was an opportunity to distil centuries of heritage into a design language that felt timeless and deeply relevant.

A Castle Rooted in Time

Schloss Therasburg was first constructed in the late 13th century as a fortified manor, its robust stone walls a testament to the turbulent medieval period. By the 17th century, it had evolved into a Baroque estate, complete with ornate gardens and an architectural facade that reflected the tastes of Austria’s aristocracy. The pink plaster—applied during renovations in the late 18th century—became its defining feature, a hue said to symbolize both the abundance of its lands and the warmth of its community.

Gabi, the current steward of Schloss Blumerie, embodies this legacy. As a direct descendant of the family who has cared for Therasburg for over 200 years, her approach to flower farming is steeped in the traditions of stewardship and sustainability. Her medieval walled gardens, once the site of culinary and medicinal planting, now host an array of seasonal blooms grown with an ethos of care and respect for the land.

Designing with Heritage

The creative process began with the castle itself. The logo draws directly from the intricate ironwork of Schloss Therasburg’s gates: a delicate monogram of intertwined initials encased within a circular frame. This form echoes the geometry of the walled gardens and the cyclical nature of sustainable farming practices.

Typography was selected with the same level of intentionality. A refined serif font, reminiscent of illuminated European manuscripts, was chosen for its balance of historical gravitas and modern readability. The colour palette—blush pinks from the castle’s façade, verdant greens from its gardens, and earthy browns evoking the fertile soil—grounds the brand in its environment, creating an identity that feels elegant and intrinsically tied to place.

A Narrative of Place

At the heart of Schloss Blumerie’s brand identity lies a singular principle: “Rooted in heritage, grown with love.” This ethos reflects Gabi’s approach to flower farming and serves as a lens through which the entirety of Schloss Therasburg’s history is reframed. The castle is not merely a backdrop but an active participant in the story of Schloss Blumerie—its walls imbued with the memories of generations who have tended this land with care.

The packaging and collateral extend this narrative. Flower care cards are adorned with botanical illustrations inspired by 19th-century Austrian horticultural texts, while embossed patterns on packaging echo the texture of the castle’s weathered stonework. The website balances functionality with storytelling, showcasing seasonal blooms and glimpses into the castle’s architecture and the walled gardens surrounding it.

Sustainability and Craftsmanship

As with any brand rooted in the slow flower movement, sustainability was paramount. All packaging is crafted from recycled materials, and bouquet tags are tied with locally sourced ribbons. The hand-drawn illustrations of Schloss Therasburg’s facade and grounds further reinforce the connection to place, appearing subtly across stationery, labels, and other touchpoints. These choices align with Gabi’s commitment to ethical growing practices, ensuring that every aspect of the brand reflects the values of care, craft, and respect.

Enduring Elegance

The result is a brand that mirrors the blooms grown within Schloss Blumerie’s walled gardens: intentional, timeless, and meaningful. By weaving together the threads of history, sustainability, and contemporary design, Schloss Blumerie emerges as a living identity. It is a celebration of place, a tribute to craftsmanship, and a beacon for those who seek to honour the past while cultivating a thoughtful future.

In every petal, package, and piece of collateral, Schloss Blumerie invites its audience to slow down, appreciate the beauty of heritage, and revel in the quiet luxury of flowers grown with love.