American Classics on the Las Vegas Strip.
- Branding & Identity
Marigold is a contemporary surf & turf restaurant serving American classics on the Las Vegas strip. Owned and operated by a family whose roots in hospitality date back to the city’s founding, Marigold and its fast-casual counterpart, Goldie’s are a call-back to the city’s Golden Age. We worked with ownership to create a name that reflected the restaurant’s Vegas roots and a brand that celebrated the glamor and excess synonymous with Sin City while being wholesome and unpretentious enough to suit a family-friendly concept.
Our process began with an exploration of Las Vegas’ Golden Age, which spanned the 1940s through to the 1970s. Warm and unapologetically nostalgic, the Marigold identity combines the bright lights and vintage marquees of a late-60s Vegas with the laid-back sophistication of Palm Springs. The name is derived from the marigold flower, one of the few plants growing in the arid Nevada desert. Wanting to bring the brand into the modern era, we gave the type system a contemporary treatment to create a brand that felt as relevant as it does timeless.