A new chapter for The Farm: Philippine wellness firm unveils energy-inspired identity

The Farm at San Benito, the Philippines’ eco-luxury wellness destination, has unveiled a refreshed visual identity built around energy, heritage and a more intentional expression of its wellness philosophy. The reveal coincides with the resort’s anniversary this December, marking a strategic brand evolution designed to resonate with global wellness travellers and experience-driven consumers.

At the heart of the refresh is the property’s iconic mango tree, a sacred landmark believed to sit at the intersection of two natural energy lines. For generations, it has served as a place for intention setting and healing - and now becomes the emotional and symbolic anchor of the brand’s new identity.

“More than a symbol - our Mango Tree is a living monument to Filipino heritage, natural vitality, and the transformative journeys our guests undertake. As we celebrate The Farm’s anniversary this December, this evolution honours our past while inviting guests to experience a renewed vision of wellness rooted in culture and global excellence,” said Rahul Chaudhary, managing director of CG Corp Global and CEO of CG Hospitality Holdings.

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The Farm’s previous logo conveyed simplicity and healing, reflecting the resort’s early mission to serve as a tranquil sanctuary. That history remains foundational, but the updated identity adds more intention, movement and symbolic depth.

The refreshed system introduces two key visual elements. A new brand mark, inspired by the shape of the mango tree’s leaves and fruit, is designed with soft, organic motion. It subtly forms the silhouette of a peacock - one of the estate’s natural residents - linking the identity to the property’s living ecosystem. A refined wordmark, with the crossbar of the letter ‘A’ curved to echo the sweep of the mango tree’s branches, is reinforcing the resort’s roots in nature-led design.

Together, these elements aim to express The Farm’s integrated wellness ecosystem - a blend of medical science, traditional healing and nature-based rituals - through a visual language that feels both contemporary and grounded.

Beyond design, the evolved brand speaks to a growing audience of what the resort calls Intentional Pathfinders: wellness-focused travellers, families, leisure consumers and corporate groups seeking transformative experiences rooted in authenticity.

From candlelit ceremonies beneath the mango tree to holistic programmes designed to reset mind, body and spirit, The Farm continues to position itself as a sanctuary for reconnection and renewal. Under its core philosophy Nurturing Growth, The Farm’s programmes integrate nature’s energy, a comprehensive wellness ecosystem and a service culture grounded in genuine care.

The Farm forms part of CG Hospitality, the hospitality division of CG Corp Global. The group manages over 220 hotels and resorts across 12 countries and 130 destinations, partnering with brands including Taj, Hilton, Jetwing and Fairmont.

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