Wolfe's / Moab, UT / 2025Wolfe's is a repurposed motel located along the gorgeous landscapes of Moab, Utah. The refreshed visual identity turned a tired Motel 6 into one that carries the magical spirit and adventurous nature by creating an edgy, vibrant brand to match their unique vision.
CreditStudio: B&Co.
Industry: Hospitality, Independent Hotel
Role: Art Direction, Brand Development, Name Development, Printed Collateral, Visual Identity
Story & Brand Direction
The story of the brand is inspired by the 19th-century homestead called home by John Wolfe. Celebrating the spirit and style of Moab, the brand direction is cutting edge but naturally cool. Wolfe’s also leaned into a psychedelic style that inspired the bold eye icon, featuring a moon shape inside a funky sunburst, symbolizing the sun and a moon, which, paint the landscapes of Utah.
The brand color palette and textures highlights the surrounding canyons and mesas. Additionally, the branded collateral features marbled paper stock, embossed foils, and wooden textures, which were just as tactile as the in-room finishes.
