Tucked along the picturesque Boothbay Harbor, this beloved resort is ﬁlled with character, tradition and generations of history. The Spruce Point Inn is like no other resort—spirited and soulful; picturesque and rich with heritage; perfectly poised between woods and sea. When new ownership acquired the property, they sought a refreshed brand concept and identity that would capture the emotional resonance of this special and beautiful place, honoring its history while creating a modern relevance. Our team met the challenge by suggesting a unique process—working onsite in an intensive, weeklong workshop with the client to imagine an entirely new narrative and identity for the resort, as well as compelling stories and brand identities for its two food and beverage outlets.
Inspired by the history of the original Spruce Point Inn, our branding features a logo that takes a modern approach to the original, hand-drawn signage found around the property. An earth-toned color palette is inspired by woods, forests, and sea. The activations we created for the resort turn small moments into extra special, memorable experiences. A picnic-basket pick-up is available for guests to order and take anywhere on the property, and a golf cart makes rounds on hot days to carry coolers ﬁlled with icy treats—available in family-friendly and booze-infused ﬂavors. An artist-in-residence seminar series includes hands-on educational activities and classes in subjects like photography, sign-making, stargazing, ﬂy-rod-making and mixology. In a nod to Boothbay Harbor’s annual New Year’s Day tradition of the Polar Plunge, which raises funds for the local YMCA, guests are also invited to plunge on the summer solstice—an additional source of charitable fundraising.
The resort’s ﬁne dining option has long been a special-occasion destination for locals as well as a favorite of guests, with its incredible views of the harbor, excellent cuisine and top-notch service. Renamed Whiteclover, the dinner restaurant at The Spruce Point Inn, celebrates all things simple, honest and local. The brand narrative expresses gratitude for quiet moments and laughter-ﬁlled hours, newly forged marriages and reborn kinships—all of which are celebrated here.
Inspired by the beauty of nature that surrounds the resort, the restaurant is characterized by an appreciation for the power of understated beauty, and dishes and drinks that celebrate the rich ﬂavors gathered from Boothbay Harbor’s rolling waves and gentle hills. The branding for this high-end dining destination needed to feel elegant and understated. We created a blackletter wordmark that feels both modern and timeless, complementing the resort’s identity. A simple color palette of white and gold feels fresh and sophisticated, elevated further by details like gold-rimmed plates and embroidered cloth napkins.
The Salty Stag—a casual all-day pub, and the heart of The Spruce Point Inn—is a beloved gathering place for resort guests and Boothbay Harbor locals. We created an imaginative brand concept and a playful identity, conjuring up a folklore tale of a determined deer who once swam the expanse of Boothbay Harbor in search of his lost love. The branding showcases a set of custom, hand-drawn deer illustrations. The logo features a modern blackletter typeface that ﬁts with the resort’s logo. A forest-inspired color palette adds an earthy touch to the branding. The Salty Stag celebrates the spirit of this legend, toasting to love, to life, and to the pursuit of joyfulness. Guests are invited to enjoy The Salty Stag as the hearth of the Inn—a warmly welcoming gathering place that promises legendary good fun, and encourages all to eat, drink and be salty.