Branding: The Goldenrod Country Inn

A timeless Western Massachusetts question for you: what exactly is The Hilltowns? Which towns qualify? North of Northampton? South of Geenfield? East of The Berkshires? After the Westfield Exit but Before the Lee Exit? It’s hilly for sure, but a bit vague overall.

Maybe The Hilltowns just need a little branding - a more memorable look and feel to do them justice. Eric and Aaron Frary saw that kind of potential in a sleepy Worthington bed & breakfast, The Fiddlehead Inn, which also housed a local tavern. They purchased the spot over the winter, and had one big goal in mind: let’s make The Hilltowns more of a destination.

This was a total rebrand along with a big renovation - in with the new! Now known as The Goldenrod Country Inn, Eric and Aaron wanted to create a welcoming place that offered guests a retreat into nature, a strong sense of community, and an authentic, hands-on farm-to-table experience.

We embraced the natural beauty of the setting in this one, and gave it a bit of a retro-hip twist. Here’s the primary logo and some variations:

There was a lot of opportunity to illustrate the whole experience at The Goldenrod, starting with the inn itself, tucked away into an evergreen forest:

The Farm, Garden, and Forest offer guests many ways to connect with nature:

(Featuring favorite goats Maple and Cranberry - LOVE IT.)

And I couldn’t resist some retro hotel motifs! It felt so right for this vibe. A postcard design, a branded keychain, and an invitation to 5pm Aperitivo for guests were so much fun to make.

And, just in case you really weren’t sure how to get to The Hilltowns:

Head for the hills indeed.

I love the way this came together - what a fun story to tell. The Goldenrod Country Inn is launching this month, and is now taking reservations online. Escape to The Hilltowns - home of The Goldenrod Country Inn!