Grumpy Bear Resort + Tavern

Grumpy Bear Resort + Tavern was a branding project in college. I was simply given the name, told it was supposed to be a luxury resort, and had to create the entire Grumpy Bear world. (I often cause myself trouble by choosing the “funny” thing to do….)

At first I didn’t know what I wanted Grumpy Bear to be, but I knew that I didn’t want it to be some old fashion campground with a bear in overalls. Though, adorable- that didn’t scream luxury.

Being a burnt out college student and mother of three- I thought of what I would like Grumpy Bear Resort to be. I envisioned a cool resort in Alaska, surrounded by mountains, trees and rivers. Great food, a distillery, and opportunities to enjoy nature at every turn. Essentially, fancy summer camp for adults. My target market was middle to upper middle class millennials, and I decided the best place to look for inspiration was craft beer. I love the vibe of upscale, yet still simple and almost grungy feel craft beer art and branding tends to have. And who loves craft beer more than middle class millennials?

I created an entire brand suite, along with a magazine ad meant for Travel + Leisure Magazine. The marketing tagline was “Get Lost. And find yourself.” Which I think is good advice for everyone.