NAPA’S MODERN STORY TOLD IN TWO PARTS
Brookfield Property Group engaged Korn Design to help re-awaken and re-introduce this magnificent 22-acre property in the heart of Napa Valley. Conceiving a bold new brand to underscore the entire concept, Korn helped to recast this place as a modern lifestyle destination, redefining it as a luxe independent property – a grownup playground for the senses. Honored to be part of this world-class project team, Korn Design’s brand experience and narrative rings throughout as a true coming-together of placemaking and hospitality, an integral part of a multi-million-dollar renovation notable for the site-sensitive, authentic, experiential approach.
The first of its kind, The Estate sets a precedent, and the bar, in the Napa Valley, spilling out its contemporary elegance and a zesty modern vibe across an interconnected retreat accentuated by two luxury hotels with decidedly different personalities – the serene and stylish Vintage House and the sinfully good and very social Hotel Villagio. Shared between them is a worldly point of view extending across the 22-acre collective. Korn Design strategically connected the two with a deep re-organization of this multi-faceted property’s nomenclature. “The Estate” was introduced in name to signal guests’ arrival at a remarkable village-within-a-village, and extended through a new brand hierarchy that celebrates this walkable downtown destination that lends to Yountville’s star-studded reputation.
To fully support the concept, Korn created a fresh and inspired visual identity that captures both the individuality of each hotel and the halo of the gracious property as a whole. Pattern-on-pattern, fashion-inspired layering with exquisite intertwining patterns and punctuating icons play a pivotal role in visually expressing the interconnectivity and multifaceted allure of the entire property.
Constantly challenging convention is a Korn signature. Here, we tapped into the tremendous talent of long-time friend and fashion illustrator Manuel Santelices to infuse The Estate’s brand identity with an artful, cheeky and style-inspired series of illustrations that intriguingly blur the lines between fashion, hospitality, lifestyle and destination travel and bring a chic dimension to the visual storytelling.
Filling a void in the marketplace and rekindling its desirable downtown appeal, The Estate creates a new heartbeat in the town of Yountville and a beacon for the entire Napa Valley region.
Brand Strategy + Positioning
Brand Voice + Content Development
Brand Integration + Guest Touchpoints
Sales + Marketing Communications
Website + E-Marketing
Art Direction of Photography + Video
Illustration: Manuel Santelices
Digital Patterns: Korn Design