Topa
Where the spirit of leisure and revelry reign supreme.
The Work:
NAMING
BRAND IDENTITY
The Opportunity
Our task was to create a memorable and iconic brand for the Rooftop Bar at the new AC Detroit at The Bonstelle that not only makes people want to visit– but come back time and time again.
While there may be more than a handful of rooftop establishments in Detroit, they are more “on the noseˮ concepts. Our aim was to create a brand name, story, and concept that brings a new experience to Detroit.
We’re building an iconic destination and rooftop experience for Downtown Detroit rooted in the effortless ease of life and leisure along the coast—creating an escape of epic proportions that transports guests into new worlds.
THE ESSENCE OF OUR PROPERTY, OUR NAME, AND OVERALL DESIGN AESTHETIC IS INSPIRED BY:
California’s coastal lifestyle
European elevated design
Casual elegance
An unexpected escape
Lush environments → Warm interactions
The naming discovery process explored 100+ different name options and narrowed down to a top ten recommendations based on tone, relevance, uniqueness, and ownability in the space.
After review with their key stakeholders, it became clear that one name in particular stood out - The Brook Kitchen and Bar. Inspired by an iconic waterfront view, the name sparked a story and brand identity that put a spotlight on the premier dining destination with a stunning riverfront setting.
The Approach
On the banks of the Pawtuxet River and rooted in a history built by revolutionaries, visionaries, industrialists, and the everyman, The Brook Kitchen + Bar is Warwick's idyllic destination for sea fare, drinks, and a gathering place for all. Located at The Loom Hotel in the heart of Pontiac Mills, guests can explore the preserved heritage of our interiors and immerse themselves in the outdoors, surrounded by nature, while enjoying curated menus crafted to perfection.
Wherever your journey takes you, near or far, The Brook is a destination to visit time and time and time again.
The Solution
The Outcome
A brand name and story that solidified and elevated the restaurant from a hotel amenity to a bespoke destination worthy of it’s own name.
A design system that reflected the industrial aesthetic of The Loom Hotel and honored its place on the banks of the Pawtuxet River.
An enhanced menu to showcase a higher level of craft and seafare.
An invitation for travelers and locals to enjoy this beacon for gathering.