Goodspring Motel
Curating Adventure in Wine Country
A family-owned motel in the heart of Napa Valley was in need of a facelift. We developed a scalable lifestyle brand that allowed our client to capture a higher rate in their market and offer a compelling new narrative to support their digital operation.
See The Story
The Client
- Anvaya Group
- Napa Valley, CA
What We Delivered
- Art Direction
- Brand Development
- Brand Experience Consulting
- Copywriting
- Environmental Branding/Signage
- Name Development
- Printed Collateral
- Visual Identity
- Website Design
Tech-forward hotels lower operating costs, but can be cold and impersonal. We flipped the script by making the GoodSpring experience thoughtful, fun and approachable.
A Wellspring of Good Knowledge
With digital upgrades underpinning the motel’s conversion, B&Co. had to ensure that the resulting brand didn’t feel sterile. However, technology still inspired our work. These upgrades allowed for valuable, anticipatory and personalized resources for the adventurous target guest. Today, the motel’s personality reflects a friendly Napa Valley docent, always available at the click of a button. GoodSpring curates experiences, educates visitors and instills a sense of ease in guests who prefer to see the valley from the driver’s seat.
A fresh and new brand exuding a sense of laid-back nostalgia.
A Launchpad to Good, a Springboard to More
The visual branding for GoodSpring took inspiration from the sunshine and valley atmosphere. Bright blues, yellows and greens feel as lively as California but as grounded as a retro car. The logo features a vintage road-sign style wordmark that harkens back to road trip culture and the building’s road-side motel design. Sprinkled with hand sketched graphics throughout, the final brand feels like a series of memories and moments from a bygone era. Decidedly not wine-centric, the brand can now expand to new locations as ownership grows their portfolio outside the Napa region.
Guided by a robust Brand Book, B&Co. designed signage and in-room wall graphics, sales collateral, engaging guest amenities and a website style guide. Each element of the branding is designed to empower guests and inspire adventure, all with a friendly sense of ease.
