ABOUT
When travellers hear “dude ranch” they think West. Montana. Wyoming. Colorado. As Cataloochee Ranch entered a new era of ownership with subsequent renovations and FerebeeLane got involved, the problem became clear: West Coast ranches have an intrinsic credibility and superiority in travellers’ minds. 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 that fact as our driving insight, we built a multifaceted brand that reflected the cowboy culture present in the Great Smoky Mountains, and established interactive and ranch-esque guest activation moments.
The Cataloochee Ranch primary mark features a perfectly imperfect lockup inspired by early 20th-century craftsmanship, while the signature “Cataloochee Green” color draws inspiration from the iconic Stanley Thermos — a deliberate choice evoking both nostalgia and natural settings. We developed a comprehensive system of typography with patterns drawn from Appalachian quilts and ranch artifacts such as horseshoes and bandanas.
Three brand pillars – Views for Miles, Adventure for Generations, and Memories for Life – were established to center all property activations on the core Cataloochee Ranch truths.
Celebrating both the physical elevation of this high-country resort and the emotional uplift guests experience across its 685 preserved acres in the Great Smoky Mountains National Park, “Views for Miles” was brought to life through elevated dining experiences like aperitivo evenings at The Forge, an open-air space featuring wood-fired cuisine against a backdrop of mountain vistas.
“Adventure for Generations” established Cataloochee as a multi-generational destination by thoughtfully balancing adventure with luxury. While guests can enjoy horseback riding and a three-tiered adventure course, they can also savor handcrafted Appalachian cuisine at Switchback restaurant or participate in curated wine tastings in the historic Wine Cellar.
“Memories for Life” focuses on creating share-worthy moments through unique experiences. Studio workshops in leather making and painting allow guests to craft their own keepsakes under expert guidance - and the Mercantile gift shop offers personalized Stetson hat-shaping lessons. Each activity was designed to transform a vacation into lasting family memories.
Through the comprehensive brand narrative, FerebeeLane helped establish Cataloochee Ranch as the East’s premier ranch resort. We created a brand that honors nearly a century of heritage while positioning the property to captivate the next generation of adventurous families seeking meaningful escapes, without having to travel out West.
