We recently developed the Säby place brand, a heritage estate in Ingarö repositioned for both the established buyer and the modern family.
• 02/11/26 •
We were asked to reposition this heritage property, Säby manor and estate in Ingarö, to appeal to new residents in an authentic way. With a history dating back to the 1000s, the estate has lived many lives, most notably as the residence of the ennobled Lehusen family from 1645, for nine generations across more than 250 years, as well as a working farmstead.
To pinpoint the new proposition for the residences and the park, we looked beyond the product itself and saw kinship with hospitality, where destinations offer a certain lifestyle. Places steeped in history, respectfully updated and presented with a clear proposition and distinctive branding: Babington House, Château La Coste and locally, Ästad Vingård. From that thinking we created a place brand for all seasons, property brands for the two distinctive residential types and a service layer drawn from the surrounding park, rich with amenities for everyone to enjoy.
The repositioning was built on a craft-driven yet modernised design language of Swedish pewterers' marks, used for centuries to signal quality and provenance. Just as those marks carried long-term historical value, ours convey quality and authenticity through local storytelling, with contemporary applications and subtle placement.
We are proud of what Säby has become. The two brands, Herrgård and Lehusen, manifest a place with centuries of history, ready for people to call home for generations to come.
🏰 Project page: sabyingaro.se
Case coming soon.