Relaunching an Icon

One of the most famous resorts in The Hamptons, Gurney's was facing an intensified competitive landscape that had emerged with Montauk's recent rise in prominence as a destination for vacationing New Yorkers.

To help meet this challenge, Love & War worked with the Gurney's team to redevelop and relaunch the resort brand as well as that of its four on-site restaurants: The Seawater Grill, The Ocean Cafe, The Market, and The Beach Club.

A key point of inspiration for the brand was Montauk itself, which is known for its easy, unpretentious style and classic charm. Rather than try to "out-luxury" the competition, our goal was to reassert Gurney's as the authentic Montauk destination, with an effortless, understated sophistication differentiated from more rowdy, seasonally-driven competitors.


Our re-branding extended even to the smallest details, from the in-room compendium to clothing sold at the on-site boutique to new package design for the line of health and beauty products sold at Gurney's Seawater Spa.

“It’s hip, it’s young. There’s more of a vibe. The rooms are beautiful. It’s very cool now…”
— New York Post

Our work also included the rebranding of The Beach Club at Gurney's, the only on-beach dining in all of Montauk or The Hamptons.

Client: Gurneys Montauk / Photography: Filip Wolak