Park Hyatt Aviara® Resort Dining
Concept & Brand Development
VISIONAmidst a large-scale property-wide renovation, the team at Park Hyatt Aviara®, a AAA Five-Diamond and Forbes Five-Star luxury resort, envisioned a new experience for the resort’s dining portfolio. Located on the San Diego coast of Carlsbad, the 200-acre property overlooks the Batiquitos Lagoon, and the signature restaurant, along with other resort food and beverage outlets, would play a critical role in anchoring the property’s transformation to a new era of luxury.
The RealFood team worked with resort management to develop the concept for the property's signature restaurant and public-facing brands, including names and visual identities, for the lobby lounge, pool bar, and eventually, a celebrity chef steakhouse. Each brand was created to appeal to defined target personas; positioning was developed by identifying gaps in the competitive marketplace; and RealFood mapped the guest journey from pre-arrival to post-departure to uncover signature elements of the experience. Markers for personality and promise inspired the complete visual identity for each brand, including color palettes, typefaces and logos.
- Concept Development
- Guest Experience Mapping
- Naming Development
- Brand Strategy
- Logo and Brand Identity