Originally constructed as a boarding house in the early 19th century, the Frankos breathed new life into the historic structure to make an endlessly elegant yet playfully nostalgic retreat that marries the traditions of the region with the understated glamour of the European Alps.

Joining the Frankos in the venture are acclaimed chefs Jeremiah Stone and Fabian von Hauske Valtierra of NYC’s Contra and Wildair. As long-time friends and collaborators of Jeremiah and Fabian, we worked with the foursome to create a brand identity for The Henson that reflected the hotel’s new direction while simultaneously capturing the magic of the mountains and being a sibling to their on-site restaurant Matilda.

There’s a rugged, almost frontiersman quality to the Catskills that informed the initial direction of the design. Nature isn’t overcome here, it’s something you build a relationship with. Leveraging the abundance of flora and fauna throughout the region we developed a system of illustrations and animations that reflect the natural surroundings while also having a vintage, almost Boy Scout-like playfulness.

The typography uses a classic typewriter-inspired font (ITC Garamond STD Book, Narrow Italic) that evokes vintage community cookbooks — the type your grandmother might have passed down through the generations. The overall brand is an enthusiastic embrace of the Catskills while offering a nostalgic and whimsical yet timeless aesthetic that embodies the warmth and hospitality of The Henson itself.

All images © of their respective owners.
Content taken from Saint-Urbain