Client
Campbell's Resort
Case study · Campbell's Resort
How do you rebrand a 125-year-old pub without losing its history?
A new food and beverage brand for the dining room at Campbell's Resort, made with owners Tom and Mia Campbell. The goal: keep the building's history and make it feel fun and family friendly.
Industry
Hospitality and restaurants
Location
Lake Chelan, Washington
Services
Brand identity, Illustration, Menu design, Signage, Web design
Outcome hub
Bring customers back
The problem
A historic building that needed a brand of its own
The Pub & Veranda sits in the resort's original building. Its brand had to stand next to Campbell's without copying it, carry 125 years of history, and still feel relaxed enough for families coming off the beach. It also had to work on menus, table cards, signs, door glass, social posts and the website.
What we did
Three decisions behind the new brand
1. Borrow the founder's story
We drew Judge Campbell raising a glass from an archive photo, plus an illustration of the original building, and set the name in Baskerville with an Edwardian feel from the year the resort opened.
Key takeaway: Your history is a brand asset when people can see it.
2. One logo, built for every surface
The identity comes as a typographic logo, a judge lockup, a building lockup and a round seal, each for light and dark backgrounds, so it reads on a menu, a window and a phone screen.
Key takeaway: Design the logo system for every place it will live, not just the letterhead.
3. Menus that change color, not character
Happy hour menus come in four colorways, with table cards and seasonal inserts in colors taken from the main Campbell's palette, so staff can update them without drifting off brand.
Key takeaway: Give your team templates so seasonal changes stay on brand.
Also in this project: the Campbell's Resort website, the Shaka Shack brand and the resort monument signs.
Inside the project
Brand anatomy, type, print colors, social posts, building signage, door glass.
What changed
Before and after, in plain terms
The restaurant now has one identity across its menus, table cards, building sign, window banner, door glass, social posts and web page, and it sits clearly inside the Campbell's family.
[FIGURE: add any change in covers or reservations once approved.]
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