Bold Rock Hard Cider
New Brand Territory + Experience
In a nutshell
Ask: Design an IRL experiential space for Bold Rock.
Opportunity: Experiences that facilitate connection across all ages are in high demand due to the rise of multi-generational family trips.
Solution: A retreat that connects each generation through adventure and discovery of the outdoors.
A post pandemic world
Emerging from the pandemic, consumers are looking to travel and reconnect with loved ones. This desire has caused the traditional family vacation to evolve, becoming more multi-generational with extended family in attendance. (American Express)
Experiences are in high demand
Consumers are wanting a range of activities for all ages that fulfill the top motivations for their trip: relaxation – 65%, adventure – 41%, and mental wellbeing – 39%. (Mintel, Expedia)
Outdoor leisure and creative activities facilitate relaxation, mental wellbeing, and connection. (Mintel) Adventure is defined differently by everyone and craved in varying levels.
Bold Rock brand pillars
Real People: Bringing people together and creating community around good, hand-crafted hard cider.
Be Bold: Pursuing adventure and fun with a make it happen, can-do attitude.
Tread Lightly: Respecting and caring for the land that provides their resources.
OPPORTUNITY
Create an experience that appeals to multiple generations by providing a range of outdoor adventure and creative activities that facilitate connection.
INTRODUCING
Purpose: The Crescent Adventure Retreat is a place where all generations can come together and partake in varying levels of adventure and new experiences, while also providing a restorative space for folks to chill, relax outdoors, and explore their own creativity through hands-on activities.
Mission: To bridge a connection between each generation through adventure and discovery of the outdoors, while allowing every individual to tap into their own roots.
Tagline: Connect. Create. Explore.
Location: Valle Crucis, NC
Bold Rock has a cidery in the town of Mills River, which is located in Western NC’s High Country, a thriving tourist destination that attracts visitors year-round. Asheville is a particular hotspot, as well as Boone, Banner Elk, and Blowing Rock. Bold Rock even has a taproom in Downtown Asheville.
Valle Crucis is located in the heart of Western NC’s High Country, along the Watauga River. It sits in the middle of Boone, Banner Elk and Blowing Rock, and is about an hour and a half from Asheville.
Watauga River
Asheville, NC
Brand Assets
The visual identity was inspired by colors and fonts from Bold Rock’s brand and cider packaging. It was important for The Crescent to feel like a natural extension of Bold Rock, while still retaining its own distinct design. The mountain and river iconography in the logo references the natural setting where The Crescent is located.
Brand Voice
The Crescent’s brand voice is characterized by four key words: easygoing, relaxed in approach or manner; inspiriting, encouraging or enlivening; boldly-assertive, courageously confident and direct in behavior; and earthy, suggestive of earth or soil.
It exudes a warm, homey, sunny feel and is that close friend who gives support and encouragement, but knows when to gently push and challenge you. The brand voice was also influenced by the aura of ‘bluebird days’ – days characterized by beautiful, cloudless weather with lots of sunshine.
The Crescent Ethos
The Crescent Adventure Retreat wouldn’t be complete without its own ethos to guide guests’ experience.
The Experience
The Crescent offers Outdoor Adventure and Unwind activities. Two audience psychographics, Rockies and Ridgers, help match guests to the activities they’d be most interested in, since adventure means something different for everyone.
A mix of Outdoor Adventure activities exist for both Rockies and Ridgers: rock climbing and bouldering, guided hiking with info about local flora and fauna, canoeing and kayaking, as well as tubing – floating with a cold Bold Rock in hand.
For those desiring more of a leisurely, relaxing experience with outdoor access, Unwind activities are housed in the Loblolly Pavilion* at the heart of The Crescent’s campus. *Named after the Loblolly Pine tree native to NC
The Loblolly consists of three areas: The Bonfire, a communal campfire/fire pit space; The Orchard Tasting Room, which serves a seasonal menu of food and cider pairings; and Creative Stations, beginner-level classes such as applesauce making, pottery, seasonal baking, wood carving, and rock therapy.
Victoria Nguyen, brand manager
Pat Riviera, brand manager
The Team
Brand audit
Secondary research + analysis
Strategy development
Creative ideation + concepting
Art direction + brand identity
Mock-ups + moodboards
Deck design + narrative
Live presentation