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Redefining the luxury camping market with a beautiful new brand identity and ground-breaking website


We love nothing more than working with the next big challenger brand – it gives us the freedom to break with convention and do something extraordinary. So, when Pitch approached us with ideas to shake up the luxury camping industry, it was a challenge we couldn’t resist…

Illustrated camping scene for Pitch

Background & Branding

Pitch offer a unique concept. You tell them where and when you want to camp, what accessories you’d like and they take care of the rest. Your luxury bell tent is then pre-pitched at your chosen destination with all the added extras you could wish for to make your trip a memorable one. Once your stay is over, Pitch come and take it all away. It’s the simple solution that opens up an entire world of camping experiences.

Pitch customers are offered the opportunity to make amazing memories and the new brand we created plays on this. With roots in scouting design, the Pitch brand has a sincere, down-to-earth and wholesome feel, yet still retains the sophisticated edge required from a premium-quality service.

Pitch Tents enamel mug design
Pitch Tents hoodie design
Camping journal, branded notebook for Pitch Tents
Animated Pitch Tents characters

Best Website (Use of visual design)

2017 Drum Awards for the Digital Industries (DADI)

Website Design

The focal point of our creative work for Pitch was a new responsive website. The client wanted to ensure that booking through the site was as easy as possible so BML helped develop the simple 3-step booking procedure. We also encouraged the client to develop a range of add-on packages that their customers could bolt on to a standard pitch. The end result is a beautiful, functional site, that is light years ahead of the competition.

Using the responsive Pitch Tents website on a tablet
Luxury Pitch bell-tent set up for a glamping experience Responsive Pitch Tents website on a smartphone
Glamping packages on the Pitch Tents website

"A spectacular example of a beautifully illustrated website that will draw you in."
Enjoying a luxury camping trip in the Lake District

Ranking 3rd for "Tent Hire London" within the first 12 months of launch, all through viral sharing due to the quality of the site design.

Google organic search results, September 2017

Bespoke Illustration

It was clear from the outset that following the general industry trend of uninspiring tent photography and twee design was not going to help Pitch to stand out from the crowd. So instead, we set about exploring our own ideas of camping through bespoke illustration. This allowed us to create the kind of imagery and atmosphere that could never have been captured through photography. The entire website follows the same illustrative approach, right down to the features and benefits of the tents themselves.

Illustrated characters for Pitch Tents
Pitch travel packages represented with illustrated British animals
Pitch cater for all events, shown in an illustrated farm wedding scene


Right from the word go, BML have been amazing to work with. We had a very open brief and allowed them free creative reign. What they came back with was a brand concept that far exceeded anything that I could have possibly imagined. It captures everything that we want our business to be about, it’s creative, playful and totally unique in the category.

Christopher Holton, Pitch Founder

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