The Tipsy Willow

Brand strategy | Visual Identity | Web Design

The Tipsy Willow, a wonderful work of familial and local collaborations aimed to share drinks, love, and laughter to a brittle event landscape. In a short 8 week period, we brought a service that's nothing short of unforgettable to the Oregon Coast.

Screen grab of The Tipsy Willow website homepage from top to bottom.
The Tipsy Willow mobile bartending trailer and its owner Natalie
against gloomy odds

The challenges

As a new business, in the very beginnings of the Covid-19 pandemic, The Tipsy Willow set sights to bring their mobile bar to the local event landscape, a daunting endeavor for most, no doubt.

Cutting through concerns with poise and confidence, and in a truly collaborative effort, Lay of the Land Design and the Tipsy Willow worked to make this dream a profitable reality.

The scope of work

Lay of the Land Design recommended

Brand strategy

Prioritizing an overarching strategy to provide a shared understanding and focus all business, visual and social initiatives.

Visual identity

Developing an identity that establishes trust, conveys compassion and individualization toward each customer, creates as well as builds excitement, and leaves a lasting impression.

Appealing and streamlined website

Creating an accessible, aesthetically pleasing website that streamlines the booking process, reduces unnecessary touch-points, and requires little to no trouble to update on their own.

Develop Reputation

Eager to grow the local event landscape, The Tipsy Willow sought to transcend the expectations of their audience.

Communicate Value

To connect with their audience, a cohesive, approachable, and fun representation of their brand was essential.

Engage Audience

Aesthetics, simplicity, and a streamlined experience were priority for The Tipsy Willow’s website.

8 weeks to launch

Project timeline

Began 9/26 with a plan to launch by Thanksgiving week (11/20) in order to run promotional deals and build initial traction.



Researching, gathering, and transforming information into the fundamental building blocks of the projects.

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  • Big Idea
  • Vision
  • Core Purpose
  • Value Proposition
  • Positioning
  • Target Audience
  • Audience Segments
  • Primary Persona
  • Attributes
  • Competitive Research
  • Similar Organizations
  • Stakeholders
  • Key Services

Identity design

Aligning the overall design aesthetic of the brand to the business goals and target audience.

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  • Personality
  • Values
  • Voice
  • Story
  • Logo
  • Color Palette
  • Typography
  • Graphics
  • Ideal Audience
  • Target Customer
  • Design Style
  • Key Words

Web design

Blending the strategy, identity, business goals, and users' needs into an eye–catching purposeful website presentation.

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  • Technology
  • Sitemap
  • Content
  • Structure
  • Storytelling
  • Usability
  • Mood-board
  • Wireframe
  • Concepts

Web development

Programming the website, loading content, and implementing 3rd party integrations.

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  • Performance
  • Responsiveness
  • Search Engine Optimization
  • Google Analytics
  • Integrations
  • Motion


Ensuring the site works as it should and presented the way it was designed across all platforms.

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  • Testing
  • Refining
  • Launch
  • Assets Delivery
  • Maintenance
  • Training
hitching to the elephant

Brand strategy and positioning

With a three–ton elephant staring the world down– everything to gain and everything to lose. We set out to strategically position The Tipsy Willow brand, essentially hitching this trailer–drawn mobile beverage bar to said elephant.

Onliness statement

Seeing Coronavirus as an all–too–real issue for the business, we were able to create unique leverage for their wedding and event industry entrance.

"The Tipsy Willow is the only mobile beverage bar that can creatively set the tone for hosts of intimate events on the Oregon Coast, who will give occasion to love and laughter, during a time when even a second of celebration, won't be taken for granted."
The Tipsy Willow Brand Brief Mockup
Logo Concepts
building a bear brand

Brand identity design

Transplanting the heartbeat of our strategy into the visual identity was wildly experimental and a ton of fun.

A face to the brand

The three logo concepts sparked the first stages of the identity, each radically different, allowing us further creative exploration.

Deciding on the first concept, we further refined the mark by moving from the horizontal arrangement to a vertical one and retaining the flexibility for varying contexts.

The Tipsy Willow's Company Logo
The Tipsy Willow Lettermark

Contextual personality

Plantin, the curvier parent of Times New Roman's serves the expressive headline and body copy.
Pitchsans, with it's unique digital and analog feel comes prepared for utility as a supporting typeface.

Pitchsans as Link and Alternative Text
Plantin Heading Text
Website Font Pairing, showing Plantin and Pitchsans


Headlines with an expressive flare


Punchy and easy to identify links


Like peanut butter and jelly

Colorful character

A subtle and playful color palette is easy on the eyes and consists of a primary, secondary, and an accent color.

  • Name
  • Hex
  • Linen
  • fee8d1
  • Name
  • Hex
  • Dark Slate Grey
  • 353a47
  • Name
  • Hex
  • Dark Sea Green
  • 7dbe79
The Tipsy Willow Pricing Section
Responsive Website Frequently Asked Questions
Website Iconography


Alternate color on the website and used on dark backgrounds


Used on primary logo, heading and body copy on light backgrounds


Logo embellishment, pricing and iconography
assuming the role

Web design and development

With our visual identity now firmly rooted, we brought it to a harmonious representation via their website.

Clean, easy on the eyes and built to address concerns at each stage of the buyers journey. The Tipsy Willow's website follows Storybrand's SB7 framework and streamlines their process.

The Tipsy Willow Website Mockups
Google PageSpeed Insights
Appointy Website Integration

Speed and scale

Crafted in Webflow and hosted by Webflow. Powered by some of the best technologies available

Streamlined booking

Appointy integration facilitates calendar booking, add ons, coupons, discounts, and gift cards

Simple updates

Webflow’s Editor makes site changes a breeze, and they can be published in seconds

Positioned to prosper

From research to brand attributes and positioning, The Tipsy Willow brand is tuned into its audience and ready to flourish.

Visually welcoming

Connection through and through, The Tipsy Willow visuals speak in a relaxed, creative and compassionate identity.

Website with a story

A subtle yet informative invitation into the experience allows visitors to explore possibilities for their perfect day.

The Impact

Great beginnings

Still, in it's early days, the business has flourished, especially regarding the Coronavirus event climate. The ambiance created by the brand's compassionate and creative style has resonated in their audience's hearts and minds and invited them to overflow with their event enthusiasm.

The Tipsy Willow has flourished

  • Average ticket value of ~$1200
  • Eleven paid bookings for Summer 2021
  • Positive recognition by others in industry and prospects alike
  • Gained unique partnerships and collaboration opportunities

Continuing to help The Tipsy Willow grow

  • Created a unique collaboration process for coordinating with other event vendors
  • Designed and developed a new client onboarding process and a ”successful booking” landing page
  • Implemented an Alcohol Estimator to generate leads and answer a pressing question for prospects.
The Tipsy Willow's Company Logo

"Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere."

Photo of The Tipsy Willow's owner, Natalie.
Natalie Hutcheson
Owner of The Tipsy Willow
The Tipsy Willow's Company Logo

“There is one very special person who deserves all the thanks and praise. Tony Seets you are The Tipsy Willow’s true MVP. I’m still brainstorming ways to truly thank you! He not only built our beautiful website, but he built our entire booking process from start to finish. He also built our logo AND the Alcohol Estimator feature on the site– THANK YOU!”

Photo of The Tipsy Willow's owner, Natalie.
Owner of The Tipsy Willow