The proprietors of renowned Utah restaurant Tupelo Park City were preparing to launch their next project: a ski-in raw bar on the slopes of Deer Valley. Unlike other regionally-skiable seafood, RIME would have a distinctly New England vibe.
Working against a tight deadline, RIME needed to launch a website before the start of ski season. But how do you place coastal food in a ski town setting, far away from lobster-rich oceans? How do you tell the story of a restaurant that trades delicate slips of food, when its creators are known for hearty southern-inspired fare? In short, how do you captivate west-coast skiers, enticing them to choose us among an enviable bouquet of options?
The team behind RIME is known for creating brands that tell a story. Working together, we crafted a unique brand story that set RIME against both the salty sea and the snow-slathered mountains. We devised witty headlines that capture RIME’s target audience, bringing the brand to life with language that replicates the best of raw fish: delicate, insanely fresh, with faint traces of saltwater—and the powerful essence of a cleansing sea. In its debut season, RIME is already a success—thanks to high-quality bites and high-quality copy. Check out the pages here. The words are ours; the design is not (but it’s lovely, no?).