Colors and Materials
Branding and Logo Design
Serrano Development Group
The Orchard is a mixed-use project is in the City of Azusa’s Downtown District, located at the intersection of Azusa Ave (SR-39) and Foothill Blvd (Route 66). This unique urban destination includes 163 new residential units, 23,000 S.F. of retail and a new Laemmle Theater.
History plays an important role at The Orchard. Azusa was the center of the great citrus belt in Southern California during the early 1900s. Drawing from the surrounding context, the iconic “Bridge to Nowhere” and the Azusa Theater inspired elements of the historical design. The name itself is a direct tie to the city’s heritage and celebrates the citrus culture.
The Orchard’s overall style is infused with details and materials that celebrate the past with a new contemporary design for the present. In keeping with the Route 66 District Design Guidelines, WHA, and our Branding Agency, Placewright, embraced a whimsical and creative approach to both the architecture and branding narrative.