THE SEA HAS NEVER BEEN THIS SWEET

L’Auberge Del Mar was in the midst of completing a $26 million renovation and the hotel was open, but their signature restaurant was still in the works. KITCHEN 1540 became our focus and we defined the overall experience, developed the creative expression, and picked the uniforms (including the red vans, totally seaside sweet). We’ve even created viral marketing videos that give a sense of the restaurant’s personality – while it might be fine dining, there’s nothing stuffy or starched about KITCHEN 1540. Since opening, we’ve developed a unique positioning for the restaurant, complete with a tone of voice, website, some really sweet matches (one review talked about them specifically – we swear!) and an advertising campaign that has made people stop and take notice – we like that.

With the restaurant open, we started to look at the resort as a whole. After completing their renovation, the L’Auberge team realized the brand expression wasn’t doing justice up to the hotel’s stunning new look or its surroundings. We’ve spent time bringing all that is unique about the hotel into the expression to create one, seamless L’Auberge Del Mar experience – from before you enter the doors until you step inside. We’ve developed advertising for both leisure and group, re-skinned the website and are putting the finishing touches on a new property brochure, among other things. It’s true – the sea never has been this sweet…just check out the view from the deck (or your room) and you’ll be smitten.

Our latest project has been Spa L’Auberge, which just opened its doors in March and marks the completion of L’Auberge’s renovation. We’ve named and branded the Spa – from positioning and tone of voice to expression and collateral. We defined the advertising style, made the uniforms (yup) and generally got really into the project from service standards to sourcing the perfect custom trays.

Today, we are the agency of record for the resort as a whole.

We work to create strong brands for the resort, KITCHEN 1540 and Spa L’Auberge that stand alone easily, while also working together to create a product bigger and better than the sum of its parts.

NOT JUST A DAY AT THE BEACH

All this hard work has paid off – the restaurant is going gang-busters and was named one of San Diego’s best new restaurants in 2008, after having been open for only 2 months. This is one case where the restaurant has definitely served as an anchor for the resort as a whole – helping to sell room nights and garnering press wide and far.

Meanwhile, the resort has become a go-to for locals and Spa L’Auberge, while only two monthsold, is earning rave reviews as the perfect place to get lost at sea…