Counterpart is the artisanal café anchor for the Asher Adams Hotel, situated within the historic architecture of Salt Lake City’s Union Pacific station.

As the lighter, indulgent companion to the hotel’s flagship restaurant, Rouser, the brand serves as a high-traffic destination for craft confections and coffee, bridging the gap between historic transit grandeur and modern hospitality. This® paired an oversized, confident brandmark with a palette of soft pastels and whimsical forms that mimic the textures of the pastries themselves, transforming a high-utility transit space into a curated brand experience that resonates with hotel guests and the local community alike.