We were tasked with redesigning the brand identity for a beautiful
and historic hotel in San Miguel de Allende, Mexico.
Established in 1956, Rancho Hotel El Atascadero is set in a hacienda
built in the 1800s, which houses a rich history as a silk factory,
a horse-riding club, and an artist retreat that housed Nobel-laureates
like Pablo Neruda and Gabriela Mistral, among others.
The new logo reflects the historic and colonial roots of the brand,
while providing a more confident, modern expression that
more accurately captures the renewed elegance of the property.
The new logo symbol was restored and redrawn from
an illustration Filipino painter Romeo Villalva Tabuena
created for the original hotel menus in 1958.
It depicts the decorative crosses
that sit atop the archways to the old hacienda gates.
We also developed a series of botanical illustrations inspired
by the ample gardens, turning the flora from the property
into decorative elements that supplement the visual identity.
From the colonial cues in the logo and wordmark, to the botanical illustrations
of flowers found in the property, to colors inspired by the warm brick
and Spanish tile; the visual identity embodies the experience of visiting
El Atascadero, celebrating its rich heritage in a modern way.
The website was overhauled and redesigned
to embody the new brand identity.
Through photography, we live out the brand vision in a way
that celebrates El Atascadero's beauty, and provides viewers the
experience of being physically there.
