das frohtel

Description

brand identity a chain of boutique hotels that make you stay happy.

Client

das frohtel

Industry

Hospitality

Services

Brand Design

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Frohtel is a cheeky, joyful and non-conformist hotel brand that prides itself in being the happiest hotel around. This spirit of joy, freedom and leisure is what we channeled in their identity.

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Concept

a clear friendly identity driven by warm friendly colors, fun free visuals and a lot of humour.
the idea was the break with the typical sterile look of hotels and instead channel the spirit of the carneval region into a deliberately light and cheeky identiy.

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The wordmark is a rendering of the brand font Belanosima.
To add more character and a twist to the typography we combined it with the vector smile to create an additional character from the letters d and a of the word das.

Logo in addition to the versatile wordmark, we created a hand drawn logo that's as fun, playful, non-conformist as the hotel itself.

Secondary Logo derived directly from the logo, we implemented the signature oh character throughout the brand experience as a distinct visual brand sign that's

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Color Scheme

We opted for a series of bold happy warm colors that give a lot of contrast.
In order to keep a strong contrast level consistent across all aspects of the brand design, the palette is reduced to almost only the main colors, avoiding the typical secondary palette of color variants in favour of more direct contrast within the palette or with the brand black / white.

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Typography System

Frohtel picked Belanosima as their primary font, as a clean, humanist font with a subtle naiveness to it.
The typeface comes with three distinctly different weights, giving a wide range of typographical availabilities without needing to fall back to secondary font.