Located along San Antonio’s iconic riverwalk, Hotel Contessa’s all-suite setup was in need of an equally iconic dining experience. The hotel’s original restaurant, Las Ramblas, had offered traditional Spanish-fare. Overtime and in response to visitor’s expectation that the restaurant would offer Tex-Mex, the concept had lost direction. Our team was brought on to evaluate the offering and recommend a new direction. We landed on a “Modern Texas Tavern” as a concept that could meet the expectations of visitors to the area, but that would also appeal to locals looking for a fresh approach. In conceiving a new name for the restaurant concept, our team focused on establishing a strong sense of personality with an elevated elegance. We arrived at “Ambler”, a nod to the meandering San Antonio river and the traveler’s lifestyle. An accompanying visual identity needed to feel upscale while also tying into the city's rich colonial heritage and vibrant culture.