Hovelsrud - A secret safe to tell

You are such good embassadors to show how much knowledge can be pulled from "forgotten" documents of a property and its garden. Everything from old plans, notes and especially photographs Per-Gunnar Sveen, Fylkesrådsleder I Hedmark (20.08.12)


Hovelsrud is a traditional Norwegian farm superbly located on the heart-shaped island of Helgøya, sitting in Mjøsa lake. The owners are descendants of the farmer who built the house in the 1600s, and have turned the farmhouse into a conference facility and eight-room guesthouse. Their ambition is to offer a counterpoint to the many activity-driven competitors in this segment, by creating a memorable stay for guests who seek tranquillity and personal service. The hearts and souls of the two owners lie in the restoration; the heavily decorated interior contrasting with the no-fuss, pink exterior, and the painstakingly-restored renaissance garden.


The identity created by SDG plays with the surprise element of the sumptuous interior of heavily-decorated wallpapers wrapped in a calm, simple, pink wooden exterior. Hovelsrud wants to make its mark. The restored gardens - a true copy of the original garden plans - have become an important attraction. As the core of the experience being offered, the garden has been given a natural place in the signature - the H of Hovelsrud fitting neatly within the original garden plans.

By constraining the design to using only two colours, the signature and patterns become distinct characteristics - all of which builds a unity that separates Hovelsrud from its competitors.

There are few mainstream applications for the identity, but in return it's the little things that build up its character: apple boxes, a picket fence and warning notice, apple sacks and what is essentially an expanded and highly evocative business card on the web.

The renaissance garden was awarded Kulturlandskapsprisen 2012.

Visit Hovelsrud online


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