Eldr is Old Nors for the word fire. The vision for hospitality and brand messaging all work around the idea of how fire brings people together for community, warmth, and good food. We wanted to explore the rich history of the property and its original use as the American craft division of Biltmore Industries.

The dogwood in the logo is a symbol of new growth, resilience and moving forward in one’s life. Biltmore Industries’ dogwood products were their top selling, wood-carved home goods. The eldr typeface was inspired by a lot of vintage typography found around the property in old photos of signage and print ads.