The Pink Hermit

A home for early birds and night owls

An all-day café by Jean-Georges Vongerichten in Nashville’s Hermitage Hotel, we named and branded The Pink Hermit with a playful retro-modern vibe that complements the hotel’s classic elegance. Our branding takes inspiration from the past to build a connection with the historic hotel, while establishing an independent identity for the café.

We embraced the interior color palette and the quirky charm of the name, creating a script logotype that reveals a spiraling hermit crab shell. It’s joined by an elusive crab icon that adapts to its surroundings, finding a new home wherever it goes.