cat e g o R Y · B R A N D I N g + T Y P E D E S I g N
aRt dIRectoR · CANDICE LOPEz
t Y p e fac e S · B R A N D O N + L I L L I A N
objectMATTER
lA lÍNEA OVErVIEW
The Pebble Beach Company, which operates three resorts on Monterey’s historic 17-Mile Drive, wants to expand its offerings to cater to affluent guests who want a less traditional experience. The new hotel, named La Línea, artfully connects to Monterey’s Latin roots, with architecture inspired by Spanish modernism. This sophisticated boutique hotel, with sleek décor and exceptional service, is a quiet and unique alternative to other properties in the area. PrOBlEm
La Línea requires décor and branded items that enhance the natural beauty of Monterey’s rocky cliffs, without getting in the way. At the same time, the branding must have a one-of-a-kind look and feel, in line with a high-end hotel. La Línea must speak to modern aesthetics with a humanistic touch of the hand. sOluTION
La Línea caters to a middle aged, wealthy audience, 40–55, with a taste for timeless aesthetics. The branding is sophisticated and modern, but has a playful side. The logo, a line-crafted image of a bull, flirts with the name, which translates to “the line” or “edge.” To complete the branding, a custom typeface was created that fits La Línea’s avant-garde attitude and human-centered style. The typeface has the build and proportions of a Didone but with curved terminals that make it more friendly and allow for tighter letter spacing. Branded items make use of the custom typography and a sophisticated mélange of neutral grays and natural materials that pay tribute to the hotel’s spectacular natural beauty and contemporary architecture. The minimalism carries into the website, which features black and white photography of the hotel and surroundings, with a simple, flat interface.
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