PROJECT BRIEF
The coffee shop, +27 Café, forms the platform for this identity development, as the business hypothetically expands into the hospitality industry. A sub-brand is developed with a visual identity for a guesthouse concept. The project deliverables serve to provide a seamless experience for guests and continue the brand conversation.
DESIGN STRATEGY
The attributes of the +27 Café brand were extracted and extended, developing new characteristics by aligning +27 to a global personality to ground the guesthouse sub-brand. Jeremy Loops was chosen as this brand’s personality. His authenticity, balance, tranquil temperament, expressiveness and trendy style are key characteristics of the +27 brand that are used to continue the brand conversation in the new sub-brand. Therefore, the style of the visual identity is grounded in the notion of finding a balance between the industrial and the organic, thus creating a place of tranquility, away from the busy city.
These characteristics inspired the name Oasis 12. The ‘O’ and numbering ‘12’ form Pretoria’s area code (012), directly link the sub-brand to the guesthouse’s location. The identity provides the opportunity for future expansion of the guesthouse brand into other South African cities.
The double page spreads from the Orientation Solution booklet
An A2 fold-up map of the area surrounding the guesthouse
