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CAFé DELLA
Brand Development

Nourishing the
heart of Idaho

Hailey, ID is nestled in the Rockies just south of Sun Valley, synonymous with winter wonderland ski resort, and quite literally in the heart of the state. What Hailey has in its bounty of one-of-a-kind outdoor experiences, it seriously lacked in dining options, particularly one where locals in the community and passers-thru alike could nourish their bodies and fuel their adventures with food that is simply delicious and nutritious. Enter Liza Green and Ashley Park, who had a dream to bring fresh pastries and veggie-forward food to the fine folks of Hailey in their dream “third place”.

Dreaming Della

Liza and Ashley had already established a name that couldn’t be more fitting - Café Della, after Carrie Adell Strahorn, a pioneer-woman author and adventuress, for whom Hailey’s Della Mountain is named, and who helped establish the town of Hailey alongside her husband in the late 19th century. She was the first woman to tour what is now Glacier National Park, Rocky Mountain Park, and all 400 miles of Yellowstone National Park via stagecoach, which she documented in her writing. What better legacy for this female-owned venture to build upon?

With this rich inspiration in hand and their mission of serving fresh food that makes you feel good, I led a branding exploration that pushed and pulled into different stylistic and conceptual identities to inform a visual system inclusive of interior design materials and palette, to guide the owners as they brought their vision to fruition.

Setting Roots

Ultimately, the quaking aspen became the Della owners’ local flora-inspired muse, chosen for its unique beauty and notable fortitude (the oldest living organism on earth is an aspen clone). Aspen trees never stop growing, even during the winter months, much like Liza and Ashley’s vision for their venture and life path they saw for themselves. Paired with an understated typeface, a hand-rendered aspen branch lends a human touch and symbolizes the joy of putting down roots and the lasting power of sharing and enjoying good food and good company with the community of Hailey.