Lariat

Branding

Lariat is a branding concept for a luxury desert resort in Sedona, Arizona. The guest experience blends comfort with a connection to the outdoors through spa treatments, gourmet dining, sunset horse rides, guided hikes, and secluded suites. The name" “Lariat,” is another word for “lasso”—once you’re drawn in, you’ll never be able to stay away. The branding for Lariat centers around the font “Fields,” a 70s-inspired serif font. Natural textures, rustic colors, minimalist design, and the vintage font combine to deliver a western-influenced luxury brand.