Creating a brand narrative
We created the brand story for this exciting new extended stay. Our idea was based around ‘waking up’. On the larger wider level, where the planet is going through a ‘wake up’ call, to the smaller level where how we literally ‘wake up’ in the morning.
A conscious hotel
We gave birth to this idea, in the middle of the pandemic in 2020. We created a brand, and a design that followed for conscious travellers, looking to stay in a
conscious building, with other conscious people
A quirky but elegant logo type
This logo type is a classic chiseled serif that has a lot of character, and in this shade of green, it feels playful, so , yet also has the strength it needs for a strong extended stay logo. It has integrity.
Creating an identity
The sun symbol can be used on it’s own on objects such as tote bags. It works in a large or small format. The symbol can be used for the brand language and the typeface has personality and brings character to the creative copy.
The identity, when expressed in the applications, the door hangers, the bags and the business cards, key cards becomes very strong. Our design works across
so many applications.
Hotel key cards
Art direction style
Art direction creates the vision, defines the tone, style, mood, and emotion that should be conveyed. The art direction concept is about – showing natural images of waking up in the morning detailed photography of the type of food served in the extended stay, of local activities. A relaxed tone infusing emotions of authenticity.
The name & the values
We came up with the name Nusca. The name is created by joining together the first letters of important values for the brand – Natural (N), Universal (U), Social (S), Calm (C), Awake (A). The sound of the letters together makes a soft name, feminine, with a personal touch as though it is a nickname of your best friend. The brand allows you to feel a personal connection with it.
Hote Pagi is situated in the heart of Amsterdam, just between the most popular and visited places in the city center: The Rembrandt square, the Dam square and Amsterdam’s most famous shopping street, the Kalver straat. It is right in the middle of all popular tourist attractions.
The client was specific in their needs and taste, wanting to bring in the Indonesian inspired elements to the lobby in order to maximise space and provide a personalised guest experience.
Indonesian inspired
The concept came from the Dutch Indonesian influence, we researched the architecture, colour and styling of the Dutch colonial period in Indonesia. The natural wood in a variation of colours was wrapped around the space, emphasising the wall of the reception desk.
Natural Materials
All the materials we sourced were from Amsterdam so that the client had less costs in shipping. Natural wood, natural fabrics, Indonesian inspired textiles and artwork all combined take guests into an era of the Dutch history.
Lobby
The interior concept has taken elements of the Dutch Cape style with the light wood and white finishes with a mix of Indonesian favour. The colours are inspired by the Indonesian spices and Cape Dutch Architecture. Natural weave baskets and touches of green come from the Indonesian and Cape Town landscape.
