Aurelia

An elevated dining expericnece

Overview

Long-time collaborators the Newport Group engaged with ICS to help them reimagine the dining experience of their flagship hotel, The Inn at Castle Hill. Set on picturesque Narragansett Bay in Newport, Rhode Island, Aurelia is redefining coastal New England dining with a seasonal, chef-driven tasting menu. With the logo already locked down, we worked with their team do develop a brand identity and website to not only evoke the spirit of the restaurant, but also eliminate confusion among the Inn’s guests during the busy summer months.

We took inspiration both from the sea and the restaurant’s namesake — Aurelia marginalis — a species of jellyfish discovered by the former owner of the mansion that the Inn now calls home. Textures and colors of the ocean run deeply through the palette while the type, imagery, and subtle interactive elements evoke a sense of refinement, polish, and authenticity. Since their daily offering is so reliant on seasonal availability of product, we devised an easily editable menu that could be changed to reflect the chef’s vision that evening. Lastly, to provide a better guest experience and the site’s IA and content were subtly designed to clarify the reservation system and the dining experience they could expect.