Southall is a 325-acre luxury resort and working farm located on the outskirts of Franklin, Tennessee. Offering upscale accommodations, farm-to-table dining, immersive wellness experiences, and a deep connection to the land, Southall redefines Southern hospitality with sustainability and sophistication.
From naming to design, we set out to create a visual and verbal language that reflects Southall’s harmony between nature and refinement.
Southall’s identity moves beyond rustic Southern clichés to reflect the natural beauty of Tennessee’s rolling hills and the thoughtful craftsmanship of its working farm and inn. Rooted in the land, the brand balances tradition with innovation to offer a refined expression of Southern hospitality.
At its heart is the table symbol, representing gathering, nourishment and connection. Three diamonds represent the abundance of a Tennessee harvest, while the symbol as a whole captures the spirit of sharing and community. Inspired by the Arts and Crafts Movement, the handcrafted strokes add warmth and reinforce Southall’s commitment to thoughtful design.
Southall’s identity moves beyond rustic Southern clichés to reflect the natural beauty of Tennessee’s rolling hills and the thoughtful craftsmanship of its working farm and inn. Rooted in the land, the brand balances tradition with innovation to offer a refined expression of Southern hospitality.
At its heart is the table symbol, representing gathering, nourishment and connection. Three diamonds represent the abundance of a Tennessee harvest, while the symbol as a whole captures the spirit of sharing and community. Inspired by the Arts and Crafts Movement, the handcrafted strokes add warmth and reinforce Southall’s commitment to thoughtful design.
Material choices further emphasize Southall’s connection to the land and its heritage. Richly textured papers, laser-cut edges inspired by native shale and deeply letterpressed details create a tactile expression of Southall’s craftsmanship.
Southall’s logotype balances tradition with refinement. Customized from Grifo S, its sturdy wedge-like serifs and wide letterspacing give the mark warmth, sophistication and permanence. The table-top “A” balances the surrounding negative space and gives the mark a distinctive character.
The broader typographic system pairs Grifo S with Marr Sans. Grifo S carries the warmth and character of the brand, while Marr Sans adds clarity and restraint for supporting information. Together, they create a cohesive system across editorial, environmental and guest-facing applications.
Southall’s logotype balances tradition with refinement. Customized from Grifo S, its sturdy wedge-like serifs and wide letterspacing give the mark warmth, sophistication and permanence. The table-top “A” balances the surrounding negative space and gives the mark a distinctive character.
The broader typographic system pairs Grifo S with Marr Sans. Grifo S carries the warmth and character of the brand, while Marr Sans adds clarity and restraint for supporting information. Together, they create a cohesive system across editorial, environmental and guest-facing applications.
The brand’s iconography provides a visual shorthand for Southall’s amenities and property features while supporting navigation across the grounds.
Design: Rex Runyeon, Jeff Perky
Creative Direction: Jeff Perky
Brand Photography: Brett Warren, Heather Durham, Victoria Quirk
Case Study Photography: Ambrose Vargason
Web Development: Wallop
