All Booked
A LITERARY RETREAT COMPANY | 2025
Brand Design | Logo Design | Style Sheet
About the Project
All Booked launched as a new reading retreat in Upstate New York, built around a simple idea: gather book-loving women in high-end log cabins for a few days of rest, connection, and activities inspired by the book they're currently reading.
The founder came in with a clear point of view on the visual identity she wanted, and our kick-off process focused on translating that vision into a brand that could carry her beyond a single location.
We explored All Booked's values, audience, and future expansion plans early on, identifying approachability and a sense of calm as the attributes that needed to come through in every visual decision, whether the retreat was in Upstate New York or a new state entirely.
The goal was a brand that felt like approachable luxury: warm and cozy rather than sterile, refined enough to match the level of the accommodations, and flexible enough to represent very different venues and locations as All Booked grows.
Project Concepts
The primary mark paired a typewriter-inspired wordmark with a custom illustration of a stack of books, a symbol the founder felt captured the heart of the reading retreat.
We also developed two supporting tertiary marks built for a growing, multi-location brand: a monogram stamp featuring "AB" at its center, paired with a legible handwritten font that can display each retreat's city or region, and a simplified location-based wordmark that follows the same format.
Both were designed so All Booked can introduce new locations over time without needing a new visual identity built from scratch.
The color palette leaned into cool-toned blues and greens, balanced by a maroon red, set against warm, golden hour photography that gives the brand a sense of vintage, sun-drenched calm.
Patterns and textures drew inspiration from old libraries and vintage bed-and-breakfasts, incorporating leather-bound book textures, aged paper, and vintage wallpaper-style illustrations to round out a world that feels collected over time rather than newly built.
Final Outcomes
All Booked launched with a full logo suite, including three logomarks, along with a secondary suite poised for growth featuring a location-based wordmark and a matching location stamp, both designed to introduce new cities and venues as the retreat grows. A brand style sheet rounded out the deliverables, giving the founder a clear reference for logo usage, color palette, typography, and photography selection to keep the brand consistent.
The results have matched the brand's ambition. All Booked has sold out numerous retreats since launch and has been featured in Business Insider, Scary Mommy, and other national publications, proof that the identity gave a brand-new business the visual credibility to stand out immediately in a crowded wellness and travel space.
What started as a single-location idea now has a brand foundation built to scale, one that can grow into new markets and venues without losing the warmth and identity that made it work in Upstate New York first.
