Brand Positioning
Motion
Nestled in the heart of Oregon's picturesque wine country, Piquette offers an escape like no other. Whether you're a wine enthusiast looking for the world’s best, an adventurer, or simply seeking a tranquil retreat, you'll find your perfect haven here.
Piquette, in its literal translation, refers to a French wine of low quality. Our brand identity and ethos proudly embrace this spirit of imperfection, reflecting the client’s mantra: "We don’t take ourselves too seriously—except when it comes to hospitality." This balance of playful and intentional thinking guides the work, from cheeky copy to unconventional touch points.
Oregon’s rich heritage plays a key part in the new brand. The primary typeface used throughout is LS Adelia. A flare serif influenced by Nordic arts and culture of the early 1900s. With romantic ligatures and organic characteristics, the type pays homage to both the iconic Alpine Avenue signage and also the year in which Georgia Mason was born – a visionary botanist from Oregon, and the name of the existing house on the property. The centered, all-caps type treatment is a direct nod to the cover of Mason’s self-published 1982 book, Plans of Wet Moist Habitats in and Around Eugene, Oregon, reinforcing a deep connection to her legacy.
We collaborated with Zack Rosebrugh to commission a series of charming, character-rich illustrations that enrich the brand toolkit and establish a distinct sense of personality. Drawing cues from McMinville, its people and culture, these illustrations appear in the hotel, and across various collateral and promotional assets.
Hospitality
Project Team
Lili Phillips
Ryan Crown
Client
Piquette
Crown Creative, Belfast
Year
2025