Multi-faceted hospitality brand development

Pacific Hospitality Group (PHG) had a vision for a new hospitality experience in Napa. They planned to create a destination to introduce visitors to the many fruits of the region–wine, food, entertainment, relaxation–all on a single property.

Services Provided: Branding, Visual and Verbal Design, Copywriting, Art Direction, and Website Design


The planned project included a luxury hotel brand called Vista Collina Resort, and an event lawn surrounded by various tasting rooms called The Village. Within The Village, there would be an artisan grocery store named Fivetown and The Village Food and Wine Center for culinary exhibitions, tastings, and classes.


We developed unique brand identities and customer touch points for each entity. Our work supported a cohesive launch and provided direction for ongoing marketing. The different brands stand alone, but share an underlying connection to the ideas that inspired the project–craft, quality, experience, flavor, and distinction.


The Village and Vista Collina are heavily promoted to travelers from around the country. Their brand voices differ yet compliment each other as parts of the same destination.


Fivetown Grocery and the Food and Wine Center require less marketing and gain most of their exposure through visitors to the property, as well as cooperative marketing efforts with Vista Collina and The Village. Fivetown’s brand identity needed to translate well to merchandise as the grocery store collaborates with many small producers in the region, co-branding and marketing artisan goods.


We delivered brand identities with usage guidelines, advertising campaigns, sales support materials, signage, apparel and merchandise design, opening and other event announcements, and website design and development.


The brands are thriving, and the project has enjoyed great momentum from launch to ongoing operation. PHG immediately added a Village-branded food truck to the project, helping to accommodate demand for vineyard-side events, and promoting the brands at events throughout Napa Valley.


The different brands of The Village stand apart from their competitors. The PHG sales team is empowered with clear and functional materials to drive interest and revenue, and PHG’s targeted consumers are able to see the unique value of The Village, and why it is a destination worthy of their attention.


“LESS+MORE was able to differentiate The Village with branding that played to our strengths and communicated our position clearly. We love having them as a partner and appreciate the vision they bring to our projects.”

ANNE ELCON, Director of Marketing, The Village

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