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Brand identity
4 months / Bengaluru
Greenpark Hotels Stay Special.
A hotel chain loved for its warmth and food, with no big parent brand behind it. I worked with the team at TSK Design Studio to give it a brand of its own, built around a single green dot.
Junior graphic designer at TSK Design Studio
Brand strategy, identity, brand language, touch points
4 months, Bengaluru
One flexible system for 4 hotels
Discovery
A loved hotel that needed its own brand.
We started by listening. Stakeholder interviews, a brand audit and a customer survey all pointed the same way. Guests valued the warmth, the personal service and the food. With no large chain behind it, GreenPark needed a brand strong enough to stand on its own.
Strategy
Before any logo, we defined who GreenPark is.
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Identity
A grounded g, and a dot where special things happen.
The looptail g is lit at its ear by a green dot. The g never changes, standing for legacy and time-tested hospitality. The dot is where the brand plays. Both are set in Matter, an unassuming typeface that lets the dot lead.
#00C4B4Cool GreenBright, fresh and eye-catching#17958CDusty TealMature, balances the youthful green#5B4F4CWarm GreysNeutral and grounding#D3B54FMid-century OchreWarm and welcomingColors shown here are approximate. See the palette page for the original.
Brand language
The dot explodes, splits and takes on images.
A playful brand language lives at the dot. It changes with the message, in the room, in the lobby or on signage. Stay fresh, stay happy, stay delighted, stay hungry.
Touch points
From door hangers to the dinner menu.
Photography
A portrait series for the brand.
Impact
What the rebrand changed.
The 25% is a qualitative insight from the pilot location. The 30% is an estimate.