Wolfe’s
Rock & Roll Hospitality in Moab
When the city of Moab announced a moratorium on new construction, independent hotel developers saw an opportunity to convert a tired Motel 6 into an elevated new experience. B&Co. helped by creating an edgy, vibrant brand that matched their unique vision.
See The Story
The Client
- Artist Guild Hotels
What We Delivered
- Art Direction
- Brand Development
- Brand Experience Consulting
- Name Development
- Printed Collateral
- Visual Identity
Pulling inspiration from the natural landscape, surrounding history, and magical Arches National Park, B&Co. suggested a fun and punchy name inspired by Moab lore and a soulful and adventurous visual identity for this entirely repurposed hotel.
Inspired by The Environment
The ownership’s vision for the property was to incorporate fixtures and finishes that looked and felt like Moab’s unique landscape. Deep colors, stone surfaces, and artistic details all served to elevate the once-tired motel into an upscale retreat for discerning visitors. This natural, tactile experience set the tone for the brand’s entire personality. The hotel took its name from John Wolfe, the rugged settler who loved the harsh yet beautiful landscape and called Arches home.
A psychedelic style that stirs the soul
A Desert Oasis
Wolfe’s brand is inherently cutting edge but naturally cool. Sediment swirling behind shimmering rose gold, graphic moon iconography paired with an homage to the state of Utah, like a curated curio cabinet — Wolfe’s has a bit of it all. The spirit and style of Moab shines through in the visual branding, and the inviting and insightful confidence comes out in copy and tone. This is the place for the like-minded to gather together and unwind after a day of self and natural exploration.
The branded collateral was just as tactile as the in-room finishes, featuring marbled paper stock, embossed foils, and wood textures. Custom Field Notes notebooks and vintage Rolling Stone or National Geographic magazines await adventurous guests in their rooms. Finally, Esther, the granddaughter of John Wolfe, influenced the lobby cocktail lounge, where dessert-inspired drinks and expansive patio views await all who visit.
