Create a Nordic-inspired, experiential hotel brand that is authentically Minnesotan. The goal of the hotel and restaurant within was to attract travelers looking for a high-end hospitality experience unlike anything else in the marketplace as well as locals seeking a truly authentic, well-designed and curated reflection of Minnesota culture and history. Fellow was responsible for the naming, branding, website and all touchpoints throughout the hotel experience as well as Tullibee, the hotel’s wood & lakes inspired restaurant. Fellow collaborated with architects to ensure the brand story was woven into the space via the tile, wallpaper, finishes and partnerships.
The approach for this brand began with research and immersion. The Fellow team conducted a robust, historical and cultural study of the state, the area and the building to identify insights that would lead to the name and branding. Ultimately, the name Hewing Hotel was chosen because it reflects the first booming industry of Minnesota–logging. Pine trees were harvested, floated down the nearby Mississippi river and then hewn into beams that were used to construct the former warehouse building a century ago. The logo (two saplings) represents regrowth as today, Hewing Hotel is helping reshape the neighborhood for a new generation.
The hotel has become the crown jewel of the North Loop neighborhood. Through the design and branding we’ve created a truly unique, Nordic-luxury experience reflective of Minnesota and refined for a discerning guest.