Work²

Tommy Bahama Miramonte Resort & Spa

Branding, Website Design, Print Design

The AskMerkle was asked to develop a distinctive brand identity for the very first Tommy Bahama Resort & Spa and build a memorable and user-friendly platform that will continue to grow as new resorts roll out.

The OutcomeWe crafted a strategic brand identity that encompasses not only luxurious resort amenities, but also innovative social activation concepts, thoughtfully chosen names, compelling content writing, a meticulously designed website, and impactful brand extensions.

TeamMerkle / Dentsu

For 30 years, Tommy Bahama has created  a world where the sun always shines, the water is always warm, and easy breezy styles are always in season.

Now, that daydream is coming to life with the Tommy Bahama Miramonte Resort & Spa.

BACKGROUND

For 30 years, Tommy Bahama has created  a world where the sun always shines, the water is always warm, and easy breezy styles are always in season.

Now, that daydream is coming to life with the Tommy Bahama Miramonte Resort & Spa.

DESIGN PROCESS

1. Research

Attain a deep understanding of the existing Tommy Bahama customer base and understand the needs of the new customers we intend to attract.

Conduct a comprehensive analysis of the luxury resort sector, particularly focusing on competitors in the Coachella Valley and the broader Palm Springs area.

Remain informed about current industry trends in resort management, retail, restaurant, and social spaces to ensure our strategies align with evolving market dynamics.

2. Define

Identify distinctive attributes that distinguish the brand from competitors.

Develop a comprehensive brand strategy that aligns with the organization's goals.

Define the brand's positioning, key messages, and the value proposition it offers to the target audience.

3. Ideate

Brainstorm, sketch, and explore unique possibilities for each touchpoint.

Translate strategic insights into visual and conceptual elements that resonate with the target audience while developing a unique and memorable brand presence.

4. Design

Achieve color consistency between print and digital platforms.

Select sustainable materials and inks, while persuading the client of the value in this investment.

Exercise meticulous control throughout the production process to guarantee adherence to high-quality standards.

WEBSITE

Our goal was to initiate a memorable, user-friendly experience for the very first Tommy Bahama resort, and build a platform that continues to grow as new resorts roll out.

We delivered a consistent guest experience all the way from the pre-booking stage through the end of each stay and beyond. We aimed to create a design that would feel integrated into the Tommy Bahama portfolio and continue to build brand loyalty.

Homepage

Rooms & Suites

Spa Rosa

Eat & Drink

Events & Weddings

Things to Do

Grapefruit Basil Restaurant

Chiki Palm Poolside Bar

Rosa Boutique

FINAL HOMEPAGE DESIGN & FLOW

Drawing inspiration from a distinctive Tommy Bahama pattern and accentuated with a vibrant splash of grapefruit pink, the design language of Tommy Bahama Miramonte exudes a fresh and  artisanal aesthetic. 

BRAND IDENTITY

Infused with playful typography and softened edges, the overall design imparts a warm and characterful ambiance. Meanwhile, the deliberate use of clear space and simplicity serves to communicate an air of sophistication and elegance.

In addition to shaping the strategic names and refining the brand approach for essential amenities like the resort's restaurant, pool bar, spa, and boutique, we also focused on deepening our client relationship.

GRAPEFRUIT BASIL

Named after the brand’s grapefruit basil martini, (the most popular drink at Tommy Bahama restaurants and bars), the Grapefruit Basil Restaurant was developed exclusively for the Tommy Bahama Miramonte location. The color palette leans into green and neutral. White may be used on menus or large surface areas to reduce ink usage.

SPA ROSA

Spa Rosa offers 11 serenely appointed treatment rooms  for indoor/outdoor services, and an expansive menu of wellness rituals, wellness classes, 24-hour fitness center,  and a private pool. The color palette leans into Grapefruit Pink and White.

ROSA BOUTIQUE

Rosa Boutique is a thoughtfully curated specialty store where guests can treat themselves to luxury goods or pick up the sunscreen they forgot to pack. The color palette leans into grapefruit pink  and neutral.

CHIKI PALM

Named after Tommy Bahama’s iconic women’s swim print, this cheeky yet elevated pool experience is complete with craft cocktails and a tasty food menu. The color palette leans into grapefruit pink, white, and a striped pattern.

BRAND APPLICATIONS

1 Addiction Tokyo

2 Tommy Bahama Miramonte Resort & Spa

3 GM Energy

4 Oscuro Conference

5 Portal Publication

6 Hostile Architecture

¹Addiction Tokyo

²Tommy Bahama Miramonte Resort & Spa

³GM Energy

⁴Oscuro Conference

⁵Portal Publication

⁶Hostile Architecture