Overview

As a Brand & Graphic Designer at EDG Design, I helped develop the brand identity for Salina Rooftop, one of three new food and beverage concepts created for the historic Paso Robles Inn. Inspired by the relaxed elegance of the Italian Riviera and the natural beauty of California wine country, Salina was envisioned as a rooftop destination where guests could gather for craft cocktails, small plates, and sunset views.

Working alongside the Design Director and hospitality strategists, I translated the concept into a cohesive visual identity that balanced sophistication with warmth. From the logo and typography to custom illustrations, patterns, menus, signage, and branded collateral, every element was designed to create a distinctive guest experience while integrating seamlessly within the broader Paso Robles Inn brand ecosystem.

Bar Concept

Salina Rooftop is a vibrant rooftop garden bar inspired by the relaxed elegance of the Italian Riviera and the lively spirit of aperitivo culture. Designed as a bright, youthful destination, the space is layered with lush greenery, contemporary color, and effortless charm—creating the perfect setting for golden hour cocktails, shared plates, and long conversations as the sun sets over Paso Robles.

Named after the nearby Salinas River, Salina pays homage to the surrounding landscape while its feminine name reflects the bar's playful, welcoming energy. As the highest rooftop in Paso Robles, Salina invites guests to gather above the town for an elevated aperitivo experience, where Mediterranean-inspired hospitality meets California wine country. Every detail is designed to evoke the feeling of a summer evening on the Italian coast—fresh, social, and effortlessly celebratory.

Design Approach

The identity for Salina Rooftop was designed to capture the warmth, vibrancy, and effortless charm of a Mediterranean summer evening. Inspired by the lush rooftop garden, the surrounding Paso Robles landscape, and the social energy of aperitivo culture, I developed a visual language that feels playful, elevated, and distinctly memorable.

The color palette reflects the surrounding environment—deep garden greens balanced by warm sunset tones—while the logo echoes the flowing movement of the nearby Salinas River, creating a subtle connection to place. Custom patterns combine the organic rhythm of botanical forms with the handcrafted geometry of Mediterranean tilework, adding texture, movement, and depth throughout the brand.

Illustration became the heart of Salina's personality. Bold, hand-drawn botanical motifs were designed as a flexible graphic system that could scale effortlessly across menus, social media, signage, packaging, and environmental graphics. Whether used as subtle accents or layered compositions, these elements bring a sense of spontaneity and joy to every guest touchpoint.

Together, these components create a cohesive brand system that feels fresh, welcoming, and full of character.