Set in the vine-covered hills of McMinnville, Oregon, Piquette stands out as a unique boutique hotel. Named after a simple French table wine, the property exudes local charm with a touch of playful flair.
In developing a brand identity to match, the founders of Piquette sought the expertise of Crown Creative. The studio was tasked with art direction, branding, signage, and strategy to bring the vision to life. With a focus on hospitality with a hint of humor, Crown Creative aimed to create an identity that strikes a balance between sophistication and whimsy.
Lili Phillips, senior graphic designer at Crown Creative, explains that Piquette embraces the concept of imperfection, inspired by its namesake French wine of humble origins. This philosophy is reflected in the brand’s mantra of not taking themselves too seriously, except when it comes to hospitality.
The design decisions, from typography to tone of voice, reflect a blend of high standards and casual charm. The primary typeface, LS Adelia, draws inspiration from Nordic arts and culture of the early 1900s, paying homage to the property’s history and location.
The color palette takes cues from Oregon’s wine country and Piquette’s heritage, with hues like Amphora and Pomace evoking traditional winemaking processes. The brand’s identity is designed to adapt to various touchpoints, maintaining a sense of playfulness and authenticity.
Even the signage at Piquette incorporates materials from local artisans, showcasing a commitment to sustainability and creativity. The hotel’s ethos of repurposing overlooked materials aligns with its overall spirit of embracing imperfection and uniqueness.