Kinship PlaceHospitality Branding, Print

How might Tillamook (the dairy brand) expand into the hospitality industry while honoring its cooperative roots
and commitment to genuine products?

Based on the recent success of the newly constructed Tillamook creamery, identity refresh, and ingenuity in recent product development, Kinship Place is a fitting opportunity to expand into the hospitality space. Located and rooted in the local Oregon area, this place would focus on an elevated experience centered around the genuine craftsmanship and candor spirit of Tillamook’s co-op history.

This brand design blends earthy hues with vibrant colors inspired by Tillamook packaging. It incorporates a playful array of typefaces and a visual system featuring icons that celebrate the brand’s honest, storied history.

Naming
Brand Strategy

After many rounds of considering potential names, I decided on “Kinship” as it resonates with both its meaning and its linguistic connection to Tillamook's history and current brand mission.

Logo

My logo incorporates a monogram inspired by farming aesthetics, aiming for easy recognition in this new expansion from the Tillamook main brand. The “K” incorporates a cow’s tail, as a nod to Tillamook’s rich history of caring for cows, while the “P” form draws from stamps used in past traditional branding irons for cows.

Spatial Design

I crafted the exterior and interior spatial design to incorporate the graphic language featuring a blend of typefaces, further amplifying the vibrant and playful aesthetic of Tillamook. The spatial design also celebrates the monogram in a large format, while creatively utilizing its two-letter capability. The wayfinding system incorporates the icons I developed and assigns significance to each of them, such as the lobby, tourist attractions, and dining options.

My curation strategy involved selecting architectural images from Olson Kundig, the firm behind the design of the Tillamook Creamery, so that Kinship Place would evoke a similar ambiance and aesthetic.

Postcards & Posters

The postcards highlight gold foil detailing on each one. The brand system incorporates symbols drawn from farming, nature photography, and, of course, the beloved cows.

Restaurant Concepts & Menu Design Print & Packaging

I designed two dining experiences for Kinship Place, catering to both couples seeking a weekend getaway and families looking for a fun experience with their children. Tillie’s Tavern is a casual, quick bite eatery featuring local beer and pub food. Kinship Kitchen is a bistro focusing on incorporating Tillamook products with locally produced ingredients.

Website

The website incorporates the mixed font approach from the main brand system and introduces visitors to the type of experiences Kinship Place offers such as exploring the local Tillamook Area.

BookNarrative, Sequential & Print Design

Given the rich heritage of the brand and the craftsmanship evident in their products, I created this book to showcase narratives detailing the entire journey from the farms to the cheeses and other products to recipes. It also features photo essays showcasing the Oregon area and providing glimpses into life on a Tillamook farm.

Process

Kinship Place was an exercise in brand strategy and research, balancing between drawing inspiration from the core Tillamook brand while also creating a new design system focused on hospitality. For this project I chose to focus on combining my branding and packaging skills, with decorative elements such as gold foil and embossing. Special thanks to TA Claudia Fung for taking photographs.

Tried+True

Meyers Manx