- Visual Communications
In conjunction with new branding, Argyle converted their barrel room and cellars into a new tasting house and hospitality venue. The owner asked Mayer/Reed to convey Argyle’s culture, history and brand through identification, wayfinding and interpretive elements where signage did not tell the whole story, but instead invited interaction with the staff in a fun and friendly manner.
Our design takes cues from the repurposed wood and blackened steel of the architecture. Experiential story panels are set into the tapered steel columns of the entry pavilion, a former warehouse stripped of its walls. Virgin Douglas fir, uncovered during deconstruction, found new life as the “brand wall.” In the Victorian farmhouse turned clubhouse, the ghost of a former inhabitant is recognized with interpretive signage and a silhouette that appears ethereally in an upper window which can be moved about at the whim of the owner. These solutions give authentic form to Argyle’s culture, and reinforce the brand while infusing the place with personality.