CASE STUDY
Hotel Arroyo
Hospitality | Food & Drink
BRAND IDENTITY | ILLUSTRATION | BRAND STRATEGY | PACKAGING
*Hotel Arroyo is a conceptual project created to demonstrate a complete brand identity from strategy through execution.
The Challenge
Creating a Stay Worth Remembering
Hotel Arroyo was imagined as a boutique retreat that captures the warmth, character, and slower pace of the Southwest. The goal was to create more than a beautiful place to stay, but needed to feel like a destination with a point of view, where every detail adds to the experience.
The identity needed to feel rooted in its surroundings without relying on expected Southwestern cues, balancing a sense of nostalgia with the polish of modern hospitality.
The Solution
A Sense of Place
Build an identity inspired by the warmth and character of the Southwest, using expressive typography, sun-washed color, and collected details to create something that feels distinctly of its surroundings.
Collected, Not Created
Give Hotel Arroyo the feeling of a place that has an experience within itself, creating a visual world that extends beyond the room and into every moment of a guest's stay.
Details Worth Remembering
Carry the identity across signage, room keys, menus, matchbox, amenities, and other small touch points that turn an overnight stay into something guests want to return to.
An Experience that Unfords
Let the identity reveal itself throughout the stay, from the first arrival to the smallest in-room details, making each interaction feel connected to the larger Hotel Arroyo story.
Building The Word
A sense of place is built in the details.
Hotel Arroyo took shape through the spaces we imagined guests actually stepping into. Rich woods, worn leather, aged metals, patterned tile, woven textiles, and layers of collected Western memorabilia created the foundation—pulling from classic Texas interiors without turning the hotel into a caricature of the West.
The goal was a world that felt as though it had been there for years: pieces gathered over time, stories tucked into every corner, and just enough modern restraint to give it a distinctly Austin point of view. That tension between weathered and polished, nostalgic and new became the thread that carried through the identity.
