RealFood Acquires FDA and Expands into New Segments

Park Hyatt Aviara® Resort Dining

Carlsbad, CA

Concept & Brand Development

VISION

Amidst 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.

PROCESS

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

OUTCOMES

The work resulted in a complete food and beverage ecosystem and powerful family of brands indicative of the reimagined Park Hyatt Aviara® experience. Named “Ponto Lago” to represent water as a channel for cultural influences in coastal California cuisine, the mulit-daypart restaurant is a rare culinary and spirits destination that centers around the captivating show of an open hearth kitchen and the rarity of a curated tequila bar program. Its companion outlets, Waters’ Edge and Pacific Point, each offer a distinct experience designed to invigorate the lives of those who travel near and far to eat and drink at Park Hyatt Aviara.

updated: 3 months ago