PROJECT: IRONWOOD 3 - MEAL
LOCATION: HOMEWOOD, AL
SERVICES: F&B RESEARCH, BRAND STRATEGY, CONCEPT, NAMING, GRAPHICS
COMPLETION DATE: JANUARY 2020

The Valley Hotel

The brief 

Inspired by local lore, our story begins in the plucky town of Homewood, Alabama - a city juxtaposed squarely between a stoic heritage and a spirit of independence. For decades, crafts people from around the world were drawn here by a common theme - the lure of the fire and iron. The ability to wield a spark with precision and artistry became their calling card and for these hard-working artisans, food played a key role in their legendary story. Working with the hotel team, LAB brings to light this piece of history through a brand story designed to forward a legacy of Iron and Ore.