THE PURSUIT OF DISCOVERY

THE BRIEF

In 2020 Sorrel River reached out to LAB to help redefine their brand vision. After visiting the site, research and analysis, the team crafted a new vision for the property. In 2021 a masterplanning effort, new F&B direction and reprogramming based on the brand story will help redefine the property. At the same time the visual graphic identity (logo, website and collateral) will be reimagined bringing to life the “high-desert lifestyle” of Sorrel.

THE APPROACH

“Thousands of years ago the Freemont People (a group of nomadic explorers) roamed Utah’s high desert plains in pursuit of discovery. Living as a community of farmers and crafts people they were a study on the high desert lifestyle: a deep interconnectivity between man and the desert landscape.

As decades progressed, new generations of explorers set their sights on the West. Drawn by the promise of gold rush era wealth, venturesome spirits set out to conquer the unrelenting wild. Yet, in this new era, the desert artisanship that once was the calling of Moab began to ebb . The high desert lifestyle that was once synonymous with exploration, artistry and an interdependent connection with nature found itself at a crossroad.