Drift logo on a surfboard standing tall in the sand with ocean in the background


Boutique experiential travel is increasingly out of reach for the budget-conscious modern traveler. Drift is the exception, providing accessible, well-designed, locally authentic accommodations that stand out from the Sea of Same. One of our many collaborations with the innovative hospitality team at TMC Group, FINE’s partnership with Drift resulted in a simple yet powerful brand & experience focusing on thoughtful restraint and clever, minimalist design. Drift is for the independent; those who take the road less traveled and are shaped by it.

For Those Who Drift

The Drift logo and color palette was inspired by the local craftspeople and San José del Cabo landscape; our feet in the sand under the cool shade of a coconut palm - a relaxed visual expression living a minimalist sun-drenched lifestyle with its identity directly expressing Drift’s values and personality.

Drift San José del Cabo Hotel Room
BCS Tapestry on a brick wall in a room with many house plants
Drifting off to sleep door hanger
Drift Location Signage
Drift Note Stationery
Drift San José del Cabo fire pit in courtyard
tumbler of bourbon with swizzle stick next to Drift menu

Frills-Free Hospitality

Three simple principles drive the Drift guest experience: Unfiltered, Restrained, and Abundant. Generosity in hyper-curated offerings combined with raw, honest, authentic environments and only absolutely essential materials make for a highly emotionally-engaging, elegancy uncluttered, and calmly inspiring guest journey. These experiential imperatives were developed and fastidiously documented in the Drift Brand & Operational Playbook to preserve the vision and brand integrity.

Drift brand book cover and spread
Drift brand book spread showcasing photos of Mezcal bar
Drift mezcal bottle
Drift brand book spread with San José del Cabo location pictures
Drift brand book spread with woman walking on sand with blanket

Hecho a Mano

Investing in the community is investing in growth. Drift employs, purchases, and partners locally, boosting the local economy while providing visitors with an additional experiential layer to their stay. The identity, in turn, reflects human engagement through thoughtfully developed moments, like hand-finished packaging and signature woodblock stamps used to distinguish each Drift neighborhood.

Surfers hiking in to a cool surf spot
Drift logo on Surfboard
Surfers by a pier with a sunset in the background
BCS and TN Location Identifier

Imagery Guides Us

Drift's photography captures the essence of Baja spirit. Images tell the story of place, discovery, and self-reflection, enticing us to learn more.

Drift San José del Cabo Swimming Pool with two people relaxing
Woman swimming in a pool
Drift branded longboard skateboard on asphalt
Drift guitar pick stuck between guitar strings
Surfer walking with surfboard in a Drift branded wetsuit

Shared Experiences

Genuine, honest connections are what drive us. Every Drift employee is guided by an unwavering compass that allows their natural generosity to weave the fabric of hospitality. This intentional approach to independence creates a uniquely personal, unrivaled guest welcome.