The quintessential American roadtrip.

The Ask

Our client wanted to breathe fresh air into the traditional Napa scene. They had purchased a small piece of property just a few miles outside of quaint Calistoga—an old motel that looked straight out of a mid-century memory, with it’s single story structure set against the beautiful rolling hills of NorCal.

We saw an opportunity to weave a new narrative and differentiate our offering from the typical refined-rustic Napa b&b; we saw an opportunity to do Napa differently.

The Solution

We tapped into an alternative California travel story: that of the quintessential American road trip up Highway 1. Building off nostalgic notions of 60s and 70s Americana, we created a narrative for the hotel that felt cheekily modern, balancing retro mid-century with youthful contemporary.

The interiors and brand identity are inspired by the things one might encounter during mobile adventuring: gas stations and truck stops, faux wood paneled vehicles, while the guest experience and styling celebrate ‘analog’ play.