Murrieta Hot Springs Resort

A Modern Oasis of Wellbeing

Murrieta, CA

SERVICES

Brand DNA
Verbal Identity
Visual Identity
F&B Naming
F&B Branding
Collateral Design

Property Photography: Bri Amato
Drone Photography: Kevin Eassa

The Brief

An historic gem located in the heart of Temecula Valley, CA, Murrieta Hot Springs Resort has a rich heritage dating back to its original opening in 1902. Under new ownership, the property was extensively restored to its original vision as a premier wellness resort in 2023. Maintaining much of the original Mission Revival-style architecture and landscape design, a cohesive and compelling brand identity for the property was needed to capture the resort's unique essence, while fostering the vision for its next chapter. A new brand DNA clearly articulated the resort's positioning, brand pillars, persona, and tone of voice, while a proprietary visual identity was designed to convey the thoughtful and intentional experience offered by the resort. Rooted in colors found across the property's landscape, simple shapes, and hieroglyphic-like symbols, the brand identity is centered around the resort's natural geothermal waters and longstanding tradition of rejuvenation. This not only honored the resort's historical roots, but also positioned it as a modern sanctuary of well-being. As a result, MHSR now stands out in the wellness resort market, inviting guests to embark on a transformative journey of vitality and restoration. The comprehensive branding set the stage for the resort's re-opening, promising guests a revitalizing and immersive experience steeped in history and natural beauty.

Logo for Murrieta Hot Springs Resort featuring a stylized letter M with a water drop inside a red oval, on a light blue background.
Interior of a cozy lounge with a high, wooden vaulted ceiling featuring dark wooden beams and modern circular chandeliers lighting the space. The room is decorated with multiple potted plants, a mix of chairs, sofas, and coffee tables, creating a warm, inviting atmosphere. There is a front desk area with a tiled counter and a mural on the wall behind it. The space has a combination of natural and artificial lighting with large windows and warm-toned walls.
Logo for Murrieta Hot Springs Resort with green background, white text, and circular emblems.

BRAND DEVELOPMENT

Working from a rich archive of historical photographs and documents, the visual identity blends eclectic and slightly retro elements with sleek sophistication and a modern charm that feels light, fresh and approachable.

Sign for Middletons Hot Springs Resort in front of palm trees and a blue sky.

CUSTOM WORDMARK

A custom wordmark was inspired by ancient Latin letterforms and Egyptian hieroglyphs that feel chiseled out of rock, and evoke a timeless, ancient wisdom. With a nice contrast between thick and thin variations in the letterforms, the wordmark also captures playful moments that convey movement and reflection—a subtle nod to the rise and fall of gently lapping waves, and the yin and yang of progress.

Close-up of a decorative black wrought iron balcony railing with intricate scroll designs in front of a building with white facade and arched windows.
Simple line drawing of a butterfly on textured paper.
Close-up of a circular label with text and design elements related to healthy living, nutrition, and fitness.

BRAND ICON

A unique brand icon was inspired by the property’s original wrought iron banisters and metalwork. The modern interpretation places water at the center of the mark, reflecting the property’s dedicated focus on the natural geothermal springs, which is enveloped by the resort's four guiding principles: revitalization, activity, sleep and nutrition.

Close-up of green cactus pads with small spines, one pad partially obscured behind another, set against a background of dense green foliage.
Tropical scene with palm trees, water, boats, and outdoor seating.
Pink flowers and green leaves on a plant with a large pink circle overlayed in the center.
A mountainous landscape with a partly cloudy blue sky and an orange circle overlaying the scene.
A paper flyer with text, a circular picture of palm trees against a sunset or sunrise background, and colorful decorative elements.
A hot tub or small outdoor pool with clear water, rocks surrounding the edge, and plants in the background.
A brick fireplace with red and white tiles, partially covered by a large brown circle.
Path with stone steps and benches surrounded by palm trees and lush greenery.
Close-up of mosaic tile surface with various colored and textured ceramic pieces, some twisted glass elements, and a large black circle overlay.
White stucco building with arched openings, a black metal railing, and a tiled roof with decorative terracotta tiles.
Close-up of orange-red flowers blooming among green succulent plants with thick, fleshy leaves and some small branches.

COLOR PALETTE

The brand color palette is rich, earthy and robust—providing flexibility through a variety of color combinations—and was meticulously pulled from architectural details and natural landscaping found on and around the property.

Side-by-side photos of a living room featuring a ceiling with exposed beams painted green, chandeliers with multiple bulbs, large windows with curtains, a beige sofa, a dining table with chairs, and various decorative items.
A woman with long blonde hair sitting on a wooden bench in a sauna, looking out the window.
Outdoor scene with palm trees, a small pond, and a row of concrete hot tubs or soaking pools, with warm sunlight and a building with arches on the right.
Living room with modern decor, including a black wall-mounted TV, wooden furniture, patterned rugs, multiple lamps, curtains, and a large window showing outdoor trees.
Two queen beds with white linens and wooden headboards in a hotel room, decorated with a woven wall hanging, nightstands with lamps, and a sliding glass door leading to a balcony.
Close-up of a plant with long green leaves, featuring a red tag that reads "MURRIETA" and includes an address in Murrieta, California.
Stacked colorful soaps, including green with the text "MURRIETA," beige, peach, and white, on a white surface against a plain background.
Green background with pink and white text promoting Murrieta, a resort in Southern California known for mineral-rich hot springs, aimed at healing and wellness.
Red background with black text displaying address and contact information for Murrieta Hot Springs Resort in Murrieta, California.
A circular emblem with words 'Reignite', 'Activate', 'Steer', and 'Nourish' surrounding a stylized letter 'M' and a water droplet in the center, on a dark reddish-brown background.
A large white Mediterranean-style building with red-tile roof, surrounded by palm trees, under a clear blue sky and well-kept green lawn.
Tri-panel photo showing the interior of a stylish bar or lounge with a stone fireplace, high ceilings with exposed beams, a bar area with liquor bottles, and comfortable seating including velvet sofas and chairs, with two people conversing near a television on the wall.
An old black and white photograph of a building with arched columns and palm trees in front. There is a red rectangular overlay with the label 'MURRIETA' and an illustration of a smiling face. Text at the bottom of the image reads 'NEW FIREPROOF HOTEL ANNEX GUENTHER'S MURRIETA HOT SPRINGS, CALIFORNIA.'
Interior of a spacious, modern lounge area with a high, sloped wooden ceiling, large windows showing trees and parked cars outside, and stylish seating arrangements including sofas and chairs. Hanging light fixtures and potted plants add to the cozy, inviting atmosphere.
Text artwork displaying various restaurant names and slogans on a yellow background, including 'TAHIA', 'CAFE AZUL', 'TORTOISE SHELL', and words related to dining like 'RESORT'S SIGNATURE DINING DESTINATION' and 'ALL DAY OUTDOOR CAFE'.

NAMING

Carbonate also provided naming for three of the property's food & beverage concepts including Talia, the resort's signature dining destination, whose name means by the water; Café Azuli, an all day outdoor cafe, whose name was inspired by Lapis Lazuli, a gemstone known for its deep blue color; and Tortoise Shell, a poolside bar that honors the tortoise as a symbol of long life, endurance, and wisdom.

TALIA

In addition to naming Talia, Carbonate also developed a unique visual identity and supporting collateral design for the resort's signature dining destination. 

View Talia Kitchen

Stacked boxes of restaurant packaging with minimalist design and light pastel colors, including blue, beige, and cream, with branding and logo
A digital thermometer showing a high temperature with a red background, a large thermometer icon, and a droplet inside the thermometer indicating a fever or high temperature.

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