The Iceberg Tahoe
The Iceberg Tahoe is a reimagined 19-room boutique hotel in the heart of South Lake Tahoe. Formerly known as Avalon Lodge, the property had been overlooked and underutilized despite its prime location. The new ownership had a bold vision: to transform it into one of the most sought-after stays in Tahoe, offering an elevated, experiential escape for couples and modern travelers looking to recharge, connect, and immerse themselves in the natural beauty of the region.
The Challenge
the problem
When our clients acquired the former Avalon Lodge, the property was outdated and lacked a compelling brand story. While the location was unbeatable, the name and identity were forgettable, and there was nothing to distinguish it in a crowded Tahoe market. The challenge was to create a brand that honored the adventurous, revitalizing spirit of Tahoe without falling into the trap of clichés or cheesy themes. The brand needed to feel sophisticated yet warm, with an edge of mystery that would intrigue travelers and inspire them to book.
What we did
We worked closely with the owners to develop a bold new brand identity, starting with renaming the property The Iceberg Tahoe. From there, we built out their core messaging, target audience profile, and brand visuals—ensuring everything aligned with their vision of elevated hospitality. Every element of the brand was crafted to evoke curiosity, authenticity, and a sense of adventure while positioning the property as a fresh alternative to Tahoe’s more traditional hotels. The visual identity captured this balance: modern, clean, and inviting, with a touch of intrigue that sets the stage for an experiential stay.
Brand Renaming & Positioning
We renamed the former Avalon Lodge to The Iceberg Tahoe—a bold, memorable name designed to intrigue and set the tone for a reimagined guest experience. The new positioning emphasized elevated hospitality, curiosity, and contrast in a region known for its rustic charm.
Core Messaging Development
We crafted a full suite of messaging—including mission, vision, tagline, and brand story—that captured the property’s unique blend of design, nature, and experiential hospitality. The language was intentionally modern, moody, and inviting.
Target Audience Definition & Alignment
We identified and aligned the brand with modern travelers and couples seeking stylish, connection-driven getaways. Every brand element was tailored to resonate with this audience—prioritizing emotion, experience, and escape over traditional Tahoe tropes.
Brand Visual Identity Design
The visual identity brought the concept to life with clean lines, negative space, and cool tones that reflect the alpine setting. From logo to color palette, every design choice was made to evoke a sense of wonder, calm, and elevated contrast.
The Results
- Successfully rebranded from Avalon Lodge to The Iceberg Tahoe, a memorable name that reflects the hotel’s adventurous and elevated positioning
- Developed a cohesive set of core messaging and visuals that resonate with their ideal guest and hint at the mystery and discovery awaiting them
- Delivered a brand identity the client described as “epic,” perfectly aligned with their vision for an experiential, elevated stay
- Positioned The Iceberg Tahoe to stand out not just as another Tahoe property, but as a destination with a sense of intrigue and adventure—a place where guests feel they’ve uncovered something special in the heart of South Lake Tahoe
The Results
- Successfully rebranded from Avalon Lodge to The Iceberg Tahoe, a memorable name that reflects the hotel’s adventurous and elevated positioning
- Developed a cohesive set of core messaging and visuals that resonate with their ideal guest and hint at the mystery and discovery awaiting them
- Delivered a brand identity the client described as “epic,” perfectly aligned with their vision for an experiential, elevated stay
- Positioned The Iceberg Tahoe to stand out not just as another Tahoe property, but as a destination with a sense of intrigue and adventure—a place where guests feel they’ve uncovered something special in the heart of South Lake Tahoe
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