The Inn at Green Pastures & Henry’s

ASSIGNMENT

Create two distinct brand identities for a new hotel with a restaurant and bar located on a property with a legacy of gracious hospitality. 

SERVICES




Brand Strategy



Brand Identity



Brand Positioning



Foundational Language



Signage and


    Wayfinding



Hotel, Restaurant and


    Bar Collateral



Suite Names



Web Design



Messaging

The Inn at Green Pastures offers guests a modern venue in an idyllic setting with guest rooms, event space, a bar and lounge named Henry’s, and a private pool.

To establish the creative direction for the architecture and interiors, Clayton Korte imagined the Inn as a modern Texan gentleman, a foil to the original 1894 farmhouse (now Mattie’s) which embodies the gracious matriarch.

To build on that intent, Overstory designed a brand identity for the Inn that exudes dignified style and refinement.

Modern, elegant letterforms stand alone and live inside a simple “pocket square” container.

The Green Pastures property is famous for being home to a flock of free-roaming peacocks. 

The Inn’s color palette is rooted in the same greens found in the Green Pastures umbrella brand but expands to include hues found in the vibrant peacock feather.

A bespoke stripe pattern rounds out the design elements for The Inn. 

Below: The hotel key card carrys the distinguished peacock along with a gracious welcome note. 

Henry’s, the restaurant and bar named for Mattie’s grandson, is imagined as a delightful, sporty younger reveler who makes every moment memorable with a mix of music and mischief. 

Sign by Neon Jungle.

Henry’s colors, again, are rooted in the Green Pastures palette but turn the volume up to conjure the lively social scene both inside and by the pool.  

Henry’s is the hotel restaurant (serving breakfast, lunch and dinner), bar, and purveyor of both room service and poolside service.

To help communicate everything on offer the brand toolkit contains of a series of wordmarks with different taglines and garnishes as well as a library of illustration vignettes by Jonas Kalmbach. 

Wordmark garnishes combine to make a series of patterns.   

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DESIGN CONSULTANCY
AUSTIN, TEXAS

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