The Otesaga needed a standalone identity for its resort coffee shop, distinct from the main brand but consistent with the resort's feel. Our team designed a mark rooted in local history: the name and arrow icon nod to The Last of the Mohicans, tied to Otsego Lake's role in the book, and the blue palette echoes the lake itself. The direction leaned into story and place rather than typical coffee shop cues, giving the space a sense of belonging to the region, not just the resort. As creative director, I directed the team through concept development and helped pick and refine the final brand.