# Sierra Recovery Branding Case Study | AMA > How Addiction Marketing Agency built the Sierra Recovery brand, a peacock-inspired logo and Andalusian earth-tone palette for a residential rehab in Malaga. Brand identity · Residential rehab · Andalucía, Spain # Sierra Recovery A serene mountain identity, grown from the peacocks that roam the estate. Sierra Recovery is a residential addiction and mental-health clinic set in a working *cortijo* in the hills above Humilladero, Málaga, minutes from the limestone formations of El Torcal. It exists to give people complete disconnection from the outside world and a chance to reconnect with what matters, in nature. Addiction Marketing Agency created the brand from the ground up: the concept, the peacock-derived symbol, the logotype and lockups, the typography, the colour system and the look and feel that carries through to the website. Client Sierra Recovery Sector Residential rehab & mental health Scope Full brand identity + web Services Brand strategy, logo & identity, typography, colour, web design ![The Andalusian landscape around Sierra Recovery, near El Torcal, Málaga](/assets/case-studies/sierra/torcal.webp) The setting did the briefing: rustic Andalucía, the Sierra, and the peacocks and horses that live on the estate. The strategy ## Let the place speak Before a single shape was drawn, we grounded the brand in the estate itself. Sierra Recovery is not a clinic on a high street; it is a rustic retreat in the mountains of southern Andalucía, built for **complete disconnection in a serene environment**. The strategy was to make the identity feel like the land, calm, natural and dignified, rather than clinical or corporate. We distilled the discovery into a tight set of brand anchors: **nature, retreat, idyllic environment, nature connection, the peacock, the Torcal, rustic warmth and earth tones**. Every later decision, symbol, colour and typeface, had to trace back to one of them. That gave the brand a single, coherent voice: quietly confident, warm, and never boastful. ![The Sierra Recovery cortijo and pool](/assets/case-studies/sierra/cortijo.webp) The working cortijo, the home of the clinic and the heart of the brand. ![A peacock on the Sierra Recovery estate, the inspiration for the logo](/assets/case-studies/sierra/peacock.webp) The peacocks that roam the grounds, where the name and the emblem come from. The symbol ## Symbols of harmony and growth The mark distils nature and serenity into one form. Drawing on the majestic peacock of the estate, we built the symbol from **concentric circles that form the peacock’s expanding tail**, a shape that reads at once as feathers fanning open and as ripples of growth. It evokes the elegance of the bird and the harmony found throughout the retreat, and it resolves into a clean, ownable “S”. Left: the finished emblem. Right: the concentric-circle construction, the peacock’s tail expanding outward. The logo ## One system, many surfaces The emblem locks up with a warm, humanist logotype to work across signage, print, digital and social, in positive, reversed and single-colour treatments, each with defined safe area and minimum sizes. ![Sierra Recovery logo in olive sage](/assets/case-studies/sierra/logo-lockup-olive.webp) ![Sierra Recovery emblem on dark](/assets/case-studies/sierra/emblem-dark.webp) ![Sierra Recovery iconography set](/assets/case-studies/sierra/logo-icons.webp) The primary lockup plus colourway and emblem variants, and a small icon set drawn in the same geometric language. Colour ## Andalusian earth tones The palette is taken straight from the landscape: soft mist grey, a blush clay, an olive sage from the groves, and the peacock’s own deep teal, anchored by ink black. Calming and grounded, it embodies the purity and tranquility of the surrounding hills. Mist Grey #E6E6E6 Blush Clay #ECD3C7 Olive Sage #C2C894 Peacock Teal #2F7371 Ink Black #000000 Typography ## Type that connects with nature We paired **Nunito**, a soft, modern sans, with **Lora**, a classic literary serif. Together they balance simplicity with warmth, exactly the tone of a rustic retreat that is also a serious clinic. Aa Nunito Headlines & UI · modern, rounded, approachable Complete disconnection, in a place built for healing. Aa Lora Editorial & quotes · classic, elegant, warm “Nestled in the serene hills of Málaga.” > A visual identity where concentric circles form the peacock’s tail, an invitation to disconnect from the outside world and reconnect with what truly matters. Sierra Recovery brand concept, Addiction Marketing Agency Look & feel · Web ## The brand, in motion The identity carries straight into the website: earthy imagery of the Sierra, the emblem in the header, generous space, and the Nunito/Lora pairing setting a calm, unhurried tone from the first screen. We prototyped the experience in Figma before build. sierrarecoveryspain.com ![Sierra Recovery website design mockup](/assets/case-studies/sierra/web-mockup.webp) Outcome ## A brand that feels like the place Sierra Recovery went to market with a complete, coherent identity: a distinctive, ownable symbol rooted in a true story, a flexible logo system, a defined palette and type pairing, and a website that expresses all of it. The result is calm, dignified and unmistakably its own, exactly the “affordable luxury” retreat positioning the clinic set out to own. **An ownable symbol** A peacock-derived mark no competitor can copy, because it belongs to this estate and no other. **A system, not a logo** Colour, type, iconography and safe areas defined for consistent use across every surface. **A feeling, carried through** The calm of the Sierra runs from the emblem to the website, one voice, end to end. Brand strategyLogo & symbolLogo system & lockupsColour paletteTypographyIconographyLook & feelWeb design & prototype Up next ### Lee FitzGerald’s Annual London Workshop An event identity built from the architecture of Kensington, a full logo system, web and social for a 15th-anniversary behavioral-health workshop. [View case study →](/case-studies/lee-fitzgerald-workshop-branding/) ![Lee FitzGerald's Annual London Workshop logo](/assets/case-studies/lee/logo-green.webp) --- Source: https://addictionmarketingagency.com/case-studies/sierra-recovery-branding/ Agency: Addiction Marketing Agency — https://addictionmarketingagency.com/