Calistoga Motor Lodge & Spa
Calistoga, CA
A destination fueled by nostalgia for the quintessential American road trip.
THE ASK
To complement AvroKO interior design with a retro identity that captures the spirit of midcentury mobile adventures.
SERVICES
BRAND STRATEGY
- Naming
BRAND DESIGN
- Brand Identity
- Collateral Design
- Environmental Graphic
- Signage & Wayfinding
CREDITS
AvroKO, Interior Design
The Approach
We mined the visual language of American highways from the golden age of road travel—colors, patterns, and typography from gas stations to roadside attractions—reimagining them through a lens that speaks to modern travelers.
The Expression
Naming drew from analog entertainment, modern family adventure, the great outdoors, life on the road, and local pride. Visually, bold colors drip with vintage vibes and sun-bleached patterns sit alongside road-worn textures.
The System
Our logo blends the spontaneity of roadside diner handwriting with the clarity of highway signage. Supporting graphics mix playful, slightly irreverent illustrations with bold striped patterns that echo the hypnotic rhythm of white lines disappearing under tires.
