From Blueprint to Beachside Icon: Crafting the Soul of Thee Tree House
Reimagining a coastal destination through holistic branding, bespoke environmental design, and immersive digital storytelling.
Thee Tree House
Industry: Hospitality / Fine-Casual Dining
Services Provided:
- Full Brand Identity & Logo Systems
- Menu Engineering & Design (Print & Digital)
- Environmental Design Consultation (Interior/Exterior)
- Social Media Content Strategy & Asset Creation
- Digital & Print Advertising Campaigns
- Promotion & Event Marketing (Taco Tuesday, Brunch, etc.)
The Story
The Problem The site was previously home to a different establishment with a completely unrelated menu, décor, and identity. The owners wanted to wipe the slate clean and introduce a "High-End Beach Treehouse" concept. The challenge was to communicate a sophisticated culinary experience (high-end food) while maintaining the playful, relaxed atmosphere of a coastal lounge.
The Solution I began by developing a visual identity that balanced organic elements with modern elegance—centered around a logo that subtly integrated a fork symbol to signal the quality of the kitchen. This identity became the "north star" for the entire project.
My role expanded beyond traditional graphic design as the logo's aesthetic informed the physical space: from the rope wooden swings at the bar to the artificial trees integrated into the walls. I then developed a multi-tiered menu system—ranging from expansive dinner menus to specialized Taco Tuesday and Brunch collateral—ensuring the brand voice remained consistent across every touchpoint, both in the hands of the diner and on their digital feeds.
