Popham Farm Alpaca Trekking
Full brand creation and digital launch for new business owners with no online presence.
Project Context
The clients purchased Popham Farm, which had previously operated as 'Popham Alpacas', an alpaca breeding business. The new owners decided to pivot entirely to visitor experiences (alpaca trekking and farm visits). They arrived with no brand, no website and no marketing materials. The legacy 'Popham Alpacas' name was still scattered across Google, Tripadvisor, and farming directories, but it represented the wrong business. They needed a complete brand identity, digital presence built from scratch and advice on how to establish themselves as 'Popham Farm Alpaca Trekking.'
Technologies
The Challenge
This wasn't just a website build, it was a full brand and business launch with no assets to start from:
- Brand creation: No logo, no colour palette, no typography, no brand voice, no visual identity. They had a farm name and a rough sense of 'peaceful, not gimmicky', but nothing concrete.
- Digital infrastructure: No website, no direct booking system, no customer database, no email marketing.
- Market positioning: The alpaca trekking market in Cornwall is crowded with established competitors. The client needed to stand out as adult-focused, small-group, and calm, not just another 'cute alpaca selfie' operation.
- Legacy confusion: The old 'Popham Alpacas' brand (breeding business) still had visibility online, creating potential confusion about what the farm now offered.
The Solution
I took the project from blank slate to launch, handling brand strategy, visual identity, technical build, content, and training:
- Brand identity (full ownership): Created multiple logo concepts and workshopped them with the client to find the right tone. Proposed colour palettes that felt calm, natural, and professional (avoiding cartoony or childish associations). Selected typography and established a visual system for use across web, social, and print. Defined brand voice and tone: warm, welcoming, adult-focused, not over-the-top cutesy. Provided photography direction so the client could shoot their own content in a way that matched the brand.
- Strategy & discovery: Researched competitors (Moor View Alpacas, Bohetherick farm Alpaca Trekking, Alpaca Trekking Cornwall) to identify positioning gaps. Identified primary SEO keywords: 'alpaca trekking Cornwall', 'alpaca walks near Saltash', 'alpaca experiences East Cornwall'. Mapped user journeys for bookings and general visitor information. Developed sitemap page structure and schema aligned with SEO strategy and user needs.
- Technical build: WordPress + Elementor setup for ease of transfer to the client. Mobile-first, accessible design that reflected the calm, welcoming brand. Structured content for local SEO, schema markup, and Google Business integration.
- Content & social strategy: Wrote initial page content and provided content templates for the client to follow. Created social media strategy and platform recommendations (Instagram, Facebook) tailored to their audience. Provided email setup and server, newsletter recommendations, and ongoing content guidance.
- Launch & handover: Provided access to the client for managing WordPress and updating content. Provided ongoing support for updates, troubleshooting, and content changes and creation.
The Outcome
The site launched successfully as the authoritative digital presence for Popham Farm Alpaca Trekking. Key results:
- New revenue stream: Taking bookings via the website and direct WhatsApp chat became possible.
- Brand clarity: The complete visual identity (logo, colours, typography, voice) gave them a professional, cohesive presence across web, social, and print.
- Search visibility: Local SEO improved as 'Popham Farm Alpaca Trekking' began to replace the legacy 'Popham Alpacas' brand in search results.
Visual Highlights
