Grumpy Bear Resort + Tavern

Grumpy Bear Resort + Tavern – Luxury Meets the Wild

Grumpy Bear was a college branding project where I was given only the name and told: make it luxury. Naturally, I leaned into the unexpected.

I didn’t want a kitschy campground bear in overalls. I imagined something better: a high-end Alaskan resort tucked in the mountains—great food, a distillery, endless nature. Basically, luxury summer camp for grown-ups.

As a burnt-out college student and mom of three, I designed the kind of place I’d actually want to escape to. My target? Millennial travelers craving adventure and comfort. I took visual cues from the craft beer world—gritty, fun, elevated without being fussy. Think upscale wilderness with personality.

I built a full brand suite, plus a magazine ad for Travel + Leisure with the tagline:
“Get Lost. And find yourself.”
Because really, isn’t that the point?