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ember & rye

Carlsbad, CA

Naming & Brand Development

VISION

Situated aloft the 18-hole course at Aviara Golf Club, the restaurant space formerly known as Argyle was to be transformed into a shared vision combining the crackerjack culinary craft of celebrity chef and television personality, Richard Blais, and the adept hospitality knowhow of the management team at the Park Hyatt Aviara® Resort, Golf Club & Spa. The seasoned team desired a proper restaurant name, brand story and visual identity to launch the new concept to locals and visitors alike.

PROCESS

With an eye toward harmonizing Blais’ spirited ingenuity and lighthearted approach with the sophisticated character of the coastal California retreat, the RealFood team worked through a brand strategy that would suitably express the unique elements of the forthcoming experience. The essence of the brand is communicated through the brand’s personality and promise. RealFood defined these brand pillars, which informed the outlet name and brand identity, including visual elements, messaging and logo.

  • Naming Development
  • Brand Strategy
  • Logo and Brand Identity

OUTCOMES

Iterating through many weeks of discovery, collaborations, ideating and design work, the brand came to life while excitement built around the restaurant’s opening. First inspired by the names of Blais’ daughters, Embry and Riley, “ember & rye” has come to represent the convergence of old and new—as a fire begins to fade, the dying embers shine brightly, and as rye grain is distilled into whiskey, it takes on new form. The resulting logo design conveys the big heart and passion of this brand through the animated stance of the chef grilling. He stands under the exact Jacaranda tree that towers above the golf course’s 18th green and is in view from ember & rye’s terrace. The logo’s modern typeface embodies a playful elegance, carefully paired with the mark, together signifying the brand’s affection for its classic origins. Featuring cuts and catches, cocktails and cordiality, the reimagined clubhouse experience of ember & rye honors California’s rich beginnings with a full-of-life, down-to-earth energy; and the brand expresses just that.

ACCOLADES

San Diego’s 20 Most Anticipated Restaurants, San Diego Tribune

Ember & Rye Restaurant Will Embrace Classic Traditions, San Diego Tribune

Five Important Dishes at Ember & Rye, Eater San Diego

Confidence, Nostalgia and Whimsy on the Menu, San Diego Tribune

First Look: Ember & Rye, San Diego Magazine