new book, same great face.
i partnered with room service creative to name and brand the portland marriott’s new cafe, at their downtown waterfront location. we facilitated a brainstorming workshop with the marketing and food & bev teams, to develop a brand personality and list of potential names.
BRAINSTORM NOTES
guided | curated:
tour, key, quest, trail map, path, steps, ranger, teacher, tutor, scripted, school, zoo, museum, recommendation, mixology, discovery, trust, surrender, craft, learn, grow, growth, exposure, friendly, informative, educational, easy, no work, recess, relaxed
experience | exploration:
wander, seek, find, pursue, something new, fun, educational, learning, unique, wilderness, directions, badges, journey, different, return, unique, real, original, trail, travel, unknown, venture, flavor, eye opening, local art, cup stamps, jump (action), indulge, variety, memory
welcome | kindness | warmth:
mantle, house, hearth, comfort, invite, stay, hello, return, home, kitchen, friendly, favorite, smile, family, familiar, genuine, connected, recognition, eye contact, greet, delighted, boisterous, happy, open, gather, restore
quality:
premium, peak, (made with) love, delicious, noticeable, good, great, higher, memorable, reliable, fresh, lasting, knowledge, knowledgeable, pdx, understated, confident, results, passion, precision, consistent, idea, smooth
NAMING SELECTS
Press Release Cafe
1851 Merchant Cafe
Fare Well Provisions
The Presshouse
Crafthouse Cafe
Pressmen House
ultimately, marriott chose "press release coffee + food," for its allusion to the coffee-making process and its continuity with the location’s existing dining venue, "proof reader whiskey + kitchen."
press release launched in may 2019, and continues to thrive today. the brand name and identity we created has since been applied to interior and exterior signage, travel and camping mugs, and food & bev packaging—including a collaboration with local roaster, water avenue coffee.
let's connect. together we'll discover what great storytelling could do for you.