Club Garrigue
Brand Design // Landing Page Design & Development // Social Media Marketing // Marketing Planning
World, give a long-overdue welcome to Club Garrigue! This new brand centers around knitting retreats in a picturesque corner of France for their inaugural sessions, with room to grow into a broader world of craft-centered travel.
Founded by Rebeca and Mat Newton, the well-known duo behind Leatherback Travel, Club Garrigue offers experiences that are at the forefront of the upward trend in slow, relish-worthy craft travel.
Clearly, it’s just the type of offbeat concept we love at Von Mack, so when they reached out to us for brand design, landing page development, and full tourism marketing strategy and kick off marketing, we leapt at the opportunity.
The Brand
Rebeca’s vision for Club Garrigue was precise: a home for knitters, not a “rinse and repeat” retreat center. Think: Days built around craft, shared meals, long conversations, and the specific pleasure of being in Provence with a small group of people who share the same obsession.
The brand had to communicate that before anyone read a single word of copy.
With that feel in mind, we hit the drawing board. #TeamVonMack developed the full visual identity, with a logo, color system, and typography rooted in warmth and craft heritage. The design framework leaned into orange and muted, earthy tones to feel immediately at home in the world of serious knitters while standing out in a retreat market.
The Landing Page
With retreats capped at just eight guests, the Club Garrigue website needed to earn trust fast and convert it into deposits.
In collaboration with Mat and Rebeca, we set to work on developing a landing page that presented the full arc of the experience: the venue, the teacher, the daily rhythm, what’s included, and a direct booking path through WeTravel.
Central to future marketing and to the brand as a whole is the concept of connection. To speak to this, Rebeca’s founding story was woven into the site with intention. For an audience committing to international travel with strangers, knowing who built the experience and why is part of what moves them from interested to booked.
The Marketing Strategy
Booking a week-long knitting retreat in Provence is not an impulse purchase. The audience discovers it, sits with it, follows along, tells a friend, and comes back.
Together, we built the marketing strategy around that reality.
Paid Meta advertising targeted U.S.-based women with interests in knitting, fiber arts, slow travel, and France. Organic content was mapped to Instagram and TikTok’s #knittok ecosystem. Influencer outreach focused on respected designers and fiber artists whose recommendations carry genuine weight within the craft community. Email nurture was designed to build anticipation over time rather than manufacture urgency.
The full granular marketing plan gave Club Garrigue a quarter-by-quarter roadmap from brand introduction through retreat booking, built specifically for the longer trust cycle that experiential travel requires.
In all, Club Garrigue is proof that niche does not mean small. When the concept is specific, the audience is passionate, and the experience has real texture, the brand and marketing have to do more than explain what’s being sold. They have to make people feel why it matters.
For this launch, that meant building a world around craft, connection, Provence, and the kind of travel people think about long after they unpack.
Von Mack builds tourism brands, websites, digital ad programs, and marketing strategies for experiential travel brands launching into competitive markets.
