Mission Bay Resort Repositioning
Nomads, sun seekers, nappers, and surfers all flock to San Diego for a particular vibe. Whether they’re riding a wave of energy or simply looking for a spot in the sun, they’re not here for a forced experience, they’re here for the real thing. And the ground-up rebranding and reimagining of Mission Bay Resort delivers the real thing.
A Reflection of San Diego
The intention was to create a place that is so San Diego cool that every element feels lived in and natural—a barefoot and breezy vibe meets a waterfront bustling with activity. Days in the sun are rewarded with interior spaces and places that encourage connection and relaxation. Points of interest around the property allow guests to live San Diego the way it’s meant to be lived—laid back, unhurried, vibrant, fresh, and fun with an edge of adventure.
Creating the Look
Confident, minimal, and efficient, the Mission Bay identity serves as an anchor for the programs, activities, and food and beverage experiences happening across the property. The logo and accompanying acronym bug are utilized in ways that are both expected and surprising—it’s an identity that’s both lived in and fresh, confident and minimal, refined yet gritty.
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Inspired by the natural elements of the sun, sea, and beach life, a series of organic shapes were created for use in property wayfinding, as graphic elements of in-room collateral and amenity packaging designs, and in all property programming materials. It’s an outside-in approach that further weaves the natural world into the Mission Bay experience.
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Five Distinct Flavors, One MBR
From a vibe-led coffee shop to refined beach scene dining, Mission Bay’s five distinct food and beverage experiences offer a world of San Diego flavor all in one place.
Solrisa's Poolside Experience
Adding a pink punch to the Mission Bay experience is Solrisa—a poolside stop for tacos and cold beer. Casual and playful in its execution, the Solrisa identity embraces the energy of the beach while serving up the gravity of a real-deal food and beverage brand.
Covewood's Refined Beach Scene
Barefoot-chic meets elevated dining experience at Covewood, a celebration of Mission Bay’s dedication to the local bounty of California coastal cuisine. Covewood’s identity is both graceful and down-to-earth, featuring a color palette that calls to mind the earthier textures of wood and leather with hints of salt air and seafoam adding that coastal flair.
Mission Joe's for Coffee
Midcentury design meets SoCal skate culture at this straightforward and easy going café. Radiating coffee shop energy and attracting caffeine junkies property-wide, Mission Joe stands for understated, casual cool with quirky typography choices that get noticed.
Plaza del Sol at the Center
From the heart of the resort to the bay beyond, Plaza del Sol is the spot for craft cocktails, small plates, and a buzzy Mission Bay experience. Still embracing that laid-back San Diego cool, Plaza del Sol’s identity evokes a vibrant and relaxed atmosphere, serving as a beacon to guests looking for a place to linger longer.
Diego Delivers is On the Go
Diego Delivers brings Mission Bay’s distinct food and beverage experience to the guest room. With an identity that evokes vintage San Diego vibes with a spirit of forward momentum, Diego’s delivery packaging is as functional as it is Instagrammable.
The team at FINE is creative, professional, hardworking, and easy to work with. They delivered our resort team a fresh, vibrant, authentic, and unified brand that allowed us to find success even as we rebranded away from Hilton in the midst of the COVID-19 Pandemic. If you are looking for a powerhouse team to design, create, or launch a unique new brand…I highly recommend the team at FINE.
–George Allen, Area Director of Sales & Marketing, Noble House Hotels