Piquette is a boutique lifestyle hotel in Oregon’s lush wine country, where wine lovers and adventurers can escape the everyday. The brand designed by Crown Creative leans into playful imperfection with tactile design elements that invite tasting and curiosity.

This balance of cheeky charm and serious attention to detail is woven throughout the entire experience, from messaging to guest interactions. The typeface and design elements are inspired by Oregon’s heritage, with a nod to local visionary botanist Georgia Mason and the rich culture of McMinnville. Hand-crafted illustrations by Zack Rosebrugh bring the town’s charm into focus, elevating the brand’s personality.

PIQUETTE’S STORY Oregon’s rich heritage is woven into the brand, with the primary typeface, LS Adelia, playing a key role. A flare serif influenced by Nordic arts and culture of the early 1900s. With romantic ligatures and organic characteristics, the type pays homage to both the iconic Alpine Avenue signage and also the year in which Georgia Mason was born – a visionary botanist from Oregon, and the name of the existing house on the property.

The centered, all-caps type treatment is a direct nod to the cover of Mason’s self-published 1982 book, Plants of Wet Moist Habitats in and Around Eugene, Oregon, linking the brand to her deep connection to the land.

ILLUSTRATION Crown Collective collaborated with Zack Rosebrugh, a self-taught artist based in Los Angeles, to create a series of charming, character-filled illustrations that enrich the brand toolkit and establish a distinct sense of personality. Drawing cues from McMinville, its people and culture, these illustrations appear in the hotel, and across various collateral and promotional assets.