Client: Kingston Resorts
What we did: Naming, brand identity, environmental, collateral
Making waves for the largest resort in Myrtle Beach
Owned by EOS Hospitality, Kingston Resorts is the largest oceanfront resort in Myrtle Beach, South Carolina, offering a variety of accommodations, amenities, and dining options. The resort also includes two hotels: Hilton Myrtle Beach and Embassy Suites Myrtle Beach. When EOS Hospitality wanted to reposition the resort for modern travel, they turned to us to help sort through their multiple brands and create a hierarchy of dining and entertainment sub-brands.
We started with dining establishments at the Hilton. Wet Whistle, the bar that connects the Hilton to the beach, needed a brand identity that would elevate its dining experience without losing any of the fun it was known for. Our new look and feel, complete with updated signage, gave the bar a unique brand that would help it attract a wider clientele.
For the Hilton’s restaurant, Beachcombers, we brought out the modern side of seaside with an updated identity and refreshed color palette to match the hotel’s interior design aesthetic.
Next came the exciting new centerpiece of the entire resort: a stand-alone, large-scale restaurant, brewpub, and meeting space. It needed a name and an identity that would make it feel like an elevated offering for multiple audiences. We went with Black Drum Brewery. A nod to the local fish, Black Drum also has an evocative, edgy feel to it—the beat of a black drum is a call to adventure. We paired the name with a distinctive etching in its logo, and then worked with the on-site team to extend this new brand throughout the establishment, from menus and collateral to signage and staff uniforms.
Finally, we created a brand for Currents, a seaside entertainment and pool complex that integrated the resort’s offering and became a symbol of the newly revitalized resort. As Kingston Resorts continues to be one of the premier destinations in Myrtle Beach, its range of dining and entertainment options—from its casual restaurants to its poolside bar—now have distinct, ownable brand identities that attract tourists and locals alike.
