merit
Cataloochee Ranch, known as the ‘Original Smoky Mountain Ranch’ welcoming guests since 1933, entered a new era of ownership and subsequent renovations complete with luxury accommodations and amenities while maintaining the authentic Smoky Mountain spirit of adventure. Ranch ownership tapped FerebeeLane to develop a brand that signaled the new yet historic experience of Cataloochee Ranch.
As Cataloochee Ranch entered a new era of ownership with subsequent renovations and FerebeeLane was tapped to create a brand for the property, the problem became clear: West Coast ranches have an intrinsic credibility and superiority in travellers’ minds. When travellers hear “dude ranch” they think West. Montana. Wyoming. Colorado. Situated on the East Coast on the border of the Great Smoky Mountains National Park, Cataloochee Ranch does not have that natural perception to play into. However, we knew the property is and has always been an authentic working ranch – we simply needed to present that brand story in a disruptive, intriguing way.
Using the authentic history of Cataloochee Ranch as our driving insight, FerebeeLane leaned fully into ranch life, history and iconography as we built a multifaceted brand reflecting the cowboy culture present in the Great Smoky Mountains. The Cataloochee Ranch primary mark is inspired by early 20th-century craftsmanship and the signature “Cataloochee Green” color draws inspiration from the iconic Stanley Thermos evoking both nostalgia and natural settings. The typography system was developed with patterns drawn from Appalachian quilts and ranch artifacts such as horseshoes and bandanas. Through the comprehensive brand narrative, we helped establish Cataloochee Ranch as the East’s premier ranch resort. Since reopening in March 2024, Cataloochee Ranch is recognized as an esteemed Relais & Châteaux property capturing national accolades from Forbes, Southern Living, Travel+Leisure and more while selling out and quickly becoming an aspirational travel destination for global travellers.
