Aerial view of a resort with pools, hot tubs, a river, a bridge, buildings, walking paths, parking lots, and lush green trees.

The Springs Resort

An Evolution of a Wellness Sanctuary

Pagosa Springs, CO


SERVICES

Brand DNA & Verbal ID
Visual ID Refresh
Restaurant Naming
Restaurant Brand Development
Menu Design
Collateral Design

The Brief

With a major expansion underway, The Springs Resort had a timely opportunity to refine its brand story—bringing its legendary hot springs and immersive wellness experiences into sharper focus for evolving audiences. Utilizing insights from a recent consumer study, Carbonate partnered with the resort team to refresh the brand DNA and verbal identity, anchoring the messaging in the pillars Explore, Restore, Connect, and the promise to “connect with nature’s restorative power.” From there, the visual identity was refined to create a cohesive and compelling narrative that resonates with both current and prospective guests.

A central part of the expansion was the addition of Wild Finch, the resort’s first full-service dining destination. With limited dining options nearby, the restaurant was designed to appeal not only to resort guests, but also to the local community. Its identity needed to reflect the elevated menu—rooted in seasonal, locally sourced ingredients—while embodying the spirit of Pagosa Springs, and connecting seamlessly with the resort’s overarching wellness ethos.

A graphic with four sections. The top left says, "Where Wellness Flows From Nature." The top right has an icon of a steaming hot spring. The bottom right encourages to "Explore. Restore. Connect."

The Springs Resort

The combined brand expression positions The Springs Resort not just as an expanded property, but as a true sanctuary for wellness, dining, and memorable experiences—one that resonates deeply with both returning guests and new audiences.

Logo of The Springs Resort featuring a stylized water ripple and steam rising from the water, with text 'BEFORE' above the logo.
A scenic view of a mountain town with colorful buildings, trees with fall foliage, and mountains in the background. Steam rises from a geothermal hot spring or spa area in the foreground. Clear blue sky above.

Wild Finch

Named after the American goldfinch—a lively native songbird known for its social nature and bright yellow color, which ties into the sulfur found in the hot springs—Wild Finch embodies a vibrant yet natural energy. The visual identity draws from the local landscape, supported by typography and motifs that symbolize harmony and connection, while balancing refinement with approachability. Across signage, collateral, and digital touchpoints, these elements unify the restaurant and resort under a shared philosophy of a rejuvenating and restorative experience, deeply rooted in place.

Logo with two birds on a branch above the text 'Wild Ench' in orange letters, and the words 'Regional Ingredients' and 'Global Flavors' below.
Sketch of multiple birds sitting on tree branches and flying against a light blue background.
Interior of a modern restaurant with wooden tables and chairs, decorated with glassware and small vases, large windows with natural light, and shelves with decorative items and plants.
Business card for Wild Finch, a company located at 323 Hot Springs Blvd., Pagosa Springs, Colorado, with a logo of two birds and the slogan 'Regional Ingredients, Global Flavors.' Contact information includes a website 'thewildfinch.com' and phone number '970-264-4169'.
People toasting with glasses of wine and beer at an outdoor table with food, including chicken Parmesan, in a garden setting.
A light blue background with the text 'regional ingredients' and 'global flavors' written in a handwritten style. There is a simple line drawing of two birds sitting on a branch.
A wooden table with a glass of wine, a matchbook labeled 'Wild Finch,' and a round coaster with a floral design.

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