Branding a Hotel in Sonoma, CA

Challenge

Casia Inn took over an old, neglected hotel and needed to breathe new life into both the property and the brand to signal the fresh start under new ownership and attract a new wave of guests. Situated on a busy road leading into the wine country, the location had promising exposure with 35,000 cars passing daily, yet few travelers realized a hotel was even there. The challenge lay in crafting an enticing and cohesive brand and an eye-catching sign to capture attention and spark curiosity.

Casia Inn’s style drew on a rich blend of cultural influences: the laid-back California spirit, Spanish hacienda architecture, and Moroccan and European touches throughout the interiors. Our task was to seamlessly weave these diverse elements into a singular, captivating brand, one that felt both distinctive and true to the region. It had to be alluring and sophisticated, but not too formal or stuffy, striking just the right balance for this unique destination.

While the Sonoma and Napa Valley wine region has many beautiful hotels and inns, there are few at an affordable price point that also feel elevated and luxurious. Our challenge was to create an inviting, accessible brand that would appeal to a range of ages and budgets, but would not compromise on quality or design.

Solution

We led a comprehensive brand discovery process, guiding the five stakeholders to align on a vision and vibe for Casia Inn that felt fun, vibrant, and casual, capturing the warmth of Californian hospitality.

For the logo, we drew inspiration from the Valley of the Moon - the name for the part of Sonoma where Casia Inn is located - and the hotel owner’s history in high-end pottery. The logo features a pot framed in an arched window, evoking a romantic sense of place that is inspired by the family’s global influence and ties together the property’s hacienda style and global decorations.

We paired a clean, elegant typeface with a fresh, modern color palette. Deep Violet adds richness and mystery, balanced by the sun-kissed warmth of Citrus Grove, creating a vibrant, playful look that sets Casia Inn apart as a design-forward destination in wine country.

To further extend the brand across touchpoints, we created bespoke patterns for textiles and print. A comfortable family feel was of paramount importance for this family-owned business which allowed us to explore illustrated elements and motifs that would feel hand-made yet polished. In addition we created a charming owl mascot - the hotel’s “pet” - who serves as a guiding character throughout the property and adds a touch of whimsy and fun.

Results

Casia Inn launched in May 2025 to glowing five-star reviews and enthusiastic buzz. The strength of the brand attracted top talent, including a manager with five-star luxury hotel experience who shared that the brand book was the deciding factor in joining the team. The brand’s compelling identity also secured an exclusive partnership with cult-favorite Flamingo Estate, making Casia Inn the only hotel in Sonoma Valley to feature their sought-after bath and shower products.