Branding & Packaging
AYU HOTEL
A Minimalistic Luxury Hotel with an Aquatic Twist
➜ OVERVIEW
Ayu is a new luxury aquarium hotel in California. The hotel seeks to differentiate itself from other high-end accommodations through its integration with the California coast and marine life. The hotel targets a high-income audience who enjoy a unique and exciting travel experience.
➜ APPROACH
The hotel’s brand uses a minimalistic version of a tropical theme with muted tones, and subtle patterns.
The monogram logo cleverly combines a fish into the capital ‘a.’ Illustrations, done in a high-end engraving style, add sophisticated and depth to the imagery. Sweet Sans was chosen for its extended forms that reference engraving. Centennial, a classy serif typeface, is used to give contrast and delicacy to the typography.
Photography is treated with a duotone effect giving it a light, low contrast feel.
