The Lora hotel brand and its mysterious, feminine character were derived from a Germanic folk tale of a river siren. In name and concept, the hotel pays homage to Stillwater’s heritage through reimagined ancient fables.

This® was asked to develop concepts, identities, names, and experiences for the hotel, restaurant and cocktail bar that would seamlessly fit together, tie to the area and add to the property’s unique features. The entire hotel was developed as a sensory-laden wonder world magnified by a unique guest experience that has garnered awards, including Conde Nast's Top 15 hotels of the year.

Credits - Thanks to the team at Provenance Hotels for seeing the potential in this unique space, trusting us as a collaborative partner and catching the vision. Concept development, brand positioning and naming by Denis Kegler, Adam Bagerski, Jodi Glover Thiel and Kylie Freeman. Creative direction and hand model by Denis Kegler. Design by Kylie Freeman and Tyler McRobert. Copywriting by Jodi Glover Thiel and Kylie Freeman. Produced by Jodi Glover Thiel. Illustration by the one and only Scotty Lenhardt. Photography by Toby Grubb & John Peters. Interior design, direction and buildout by ESG.

The whimsical word mark is based on the town’s natural setting and captures the essence of the surrounding forest. The fluid letterforms resemble the tranquil flow of the St. Croix river and mysterious nooks throughout the hotel and property.

A custom pattern embodies the rich heritage and symbolism of Stillwater and enchanting secrets of the historic space. The symbols come to life across collateral, hinting at the paths of the guest experience.

Unbeknownst to guests, a simple selection at booking sets the course of their unique path unfolds through their stay in the hotel and interactions at the restaurant and bar. A stay at Lora is an escape to wonder, mystery and beauty unparalleled.

Stillwater, Minnesota, has graced the banks of the St. Croix since the mid-1800s. Established by German and Scandinavian explorers, it was a timber mecca and cultural center for over a century. Hardships of the modern era have given way to revitalization, including a 150 year-old brewery, complete with underground caves, reimagined as a boutique hotel and three F&B spaces.