The Bougainvillea
Brand Identity Design
2023
This project is a brand identity design for a prospective seaside boutique hotel located in Carmel-by-the-Sea, California. The branding is designed to encapsulate luxury, coastal charm, and comfort—specifically the type characteristic of films directed by Nancy Meyers. The prospective hotel caters to travelers seeking an intimate, distinctive, and memorable stay on the California coast.
The Opportunity
The objective of this project was to create a comprehensive brand identity for a unique boutique hotel experience in the picturesque coastal town of Carmel-by-the-Sea, California. The goal was to encapsulate the essence of the destination in every aspect of the brand, from the wordmark and logo to typography, colorways, and beyond. The project comprised interior and exterior details, merchandise, and a multi-faceted media plan.
The Process
This project began with extensive research on Carmel-by-the-Sea, Nancy Meyers movies, and other prominent hotels in the area. One common thread between Meyers’ films and the town of Carmel is the emphasis placed on landscaping. The overwhelming majority of Carmel homes feature a variety of lush flora in colorful, well-maintained gardens. Meyers’ films often depict similar landscaping; her film It’s Complicated has gained special attention for its scenes featuring the protagonist’s massive garden. In her film The Holiday, one character’s California home is draped in hoards of bougainvillea, a flower with bright red and pink blossoms.
Research showed that this species is also abundant in Carmel, and the town’s historic mission building is even covered in the flower. This overlap between Myers films and Carmel’s flora inspired the name of the inn. It was evident that comfort and luxury are pivotal in Meyers’ films, and many of her movies also embrace the rustic charm of a stay at grandma’s house. This inspired the concept of a hotel that feels To differentiate this inn from others nearby, it would be important to emphasize a well-loved and quirky feel rather than the clean, overwhelmingly white environment of many hotels.
The Solution:
Main Identity
The main branding of The Bougainvillea features an elegant monogram to denote a historic tone, as well as to allude to the sense of heritage of the inn. A palette of muted blues and a cool brown alludes to The Bougainvillea’s coastal location.
A warm off-white is used as a neutral tone throughout the branding to ground the identity while maintaining a sense of warmth. Textural details like embossed and debossed packaging contribute a luxurious feel to the hotel’s touchpoints.
The Solution:
Secondary Identity
The Bougainvillea would feature an in-house spa for guests to utilize during their stay at the seaside inn. The spa features a secondary brand identity with a tone more contemporary than that of the general hotel branding. This mark is a more modern approach to the monogram for The Bougainvillea, with more angular typography and a sleek tone to denote the cleanliness and minimalism of the spa.
An earthy green is utilized in many spa touchpoints to communicate an organic feel. Touchpoints within the spa feature the secondary visual identity and can also feature the main branding, but the secondary brand is for use exclusively in the spa itself.