The brief:
Research the tourism market and choose a location and vacant commercial property. Develop a unique brand concept and strategy for a hotel catering to the intended demographic. Position the brand to appeal either to the desired customer base or to the existing clientele in the area.
Deliverables:
Printed and bound style guide
Hotel & restaurant/bar logos
Hotel collateral & merchandise
Restaurant/bar menu
Interior & exterior design concept
Signage concept
Website landing page
Social media strategy
Logo Explorations
Bodoni & Cochin were two typefaces I found most suitable due to their high contrast, bold, and sharp features while also remaining classic and elegant.
Interior Design & Architectural Branding
At this point Vice already started to form a bold and sharp visual identity and we adopted the copperhead snake as one of the main supporting visual elements. Keying off of those details it was thought that an exotic dessert & cocktail bar would be more suitable for a hotel that explores themes of temptation and indulgence.
I wanted Decadence's menu to serve up some seriously exotic and drop dead gorgeous desserts. Think luscious lychee, aromatic cardamom, sultry smoked vanilla, delicate rosewater, fiery chili powder, and luxurious saffron. I also worked in a black sesame ice cream, topped with a sumptuous taro drizzle. These dishes are always dusted, sprinkled, or drizzled with *edible gold and shimmering glitter to add that extra touch of decadence.
Collateral & Merchandise
*A big shoutout to Alyssa Painter for setting up the lighting in this photoshoot.
Web Design
Photo Direction + Social Media
Overall, the Vice hotel brand project was a journey into the depths of an alternative, moody aesthetic that pushed me out of my comfort zone. The theme we developed explores a wide range of edgy, unconventional culture, and I am proud to have created a visual identity that captures the spirit of the brand.
Brand aesthetic also inspired in part by: