Challenge

The premise of the project was to create a new brand starting from the analysis of competition, local trends and strategies to the visual identity including naming, guidelines and recommendation of actions. As a result – the client, after picking up the brand positioning, received a modern stylish and fresh design, as a starting component towards launching their dream hotel enterprise. The project was implemented in 2023.

Concept

The genesis of the visual identity system became a balance between the two elements of water and earth. Taking its cue from the Japanese kanji Umi – meaning sea, waves and dark water – this bit’s atmosphere was meant to leave a slight uneasiness, to arouse curiosity, while remaining ambiguous, original and intriguing. Waves, being in constant rhythm, always strive for calm and equilibrium.

Sand bit – more desert, darker, raw – carries a certain duality, variability – it is rock and dust, concise and loose, it is a binder and building block, also quartz and therefore glass. Sand takes a variety of shapes, its grains form beautiful formations – dunes, reefs, wrinkles, shoals, ribbons and just waves.

So the wave here represents a certain convergence, a similarity between water and sand, the self-repeatability of the forms of the universe – like Mandelbrot’s fractals.

Thus, from our original genesis, while being set in the seaside city of Sopot, emerged a fresh palette of materials, colors, a crisp key visual and a beautiful story of a new brand.