Freestyle

Located inside of Tidal Cove at JW Marriott Miami Turnberry Resort & Spa, Freestyle is a quick serve restaurant and modern snack bar that nurtures the hungry spirit looking to dive back into adventure. Your destination for a salad, sandwich, slice of pizza, or light afternoon bite, seat yourself and enjoy a quick lunch or grab a power-up or treat to take back to your poolside perch. Freestyle is a fun, go-to fix for a delicious, and fresh take on contemporary fare with healthy options for every diet. Take a walk on the sweeter side of life with a scoop (or three) of gelato and stop back for an evening slice.

Dive back into adventure

Freestyle’s logo is reflective of its nature—fluid with a touch of whimsy. When envisioning what the day-to-day scene would look inside Freestyle, quick snapshots came to mind such as that of red ketchup being poured onto a burger, blue denim shorts waiting on line to order, and overflowing pastel-colored gelato, slowly melting onto the hands of a giddy child. Thus, the color palette took on a more exaggerated approach, with a duotone color combination of red & blue and shade variations into their pastel counters.

A VIBRANT SPLASH

Our tone of voice was brief yet commanding, with select pieces of collateral using copy to convey our message of spirited indulgence. The to-go Pizza Boxes stated that they were “Proud To Be Cheesy”, while the gelato spoons dared you to “Scoop Me Up” and reminded you that “Life Is Sweet”. Additionally, we wanted the visuals to have the same effect in that the consumer could immediately figure out what product they were dealing with. With that, an icon system was created of our offerings; a slice of pizza, a milkshake, a soda can, and scooped gelato.

DIGITAL EATS

Keeping in line with Freestyle’s carefree vibes, printed menus were replaced with Digital Menu Boards, complete with animated icons that float around each other.