HOTEL VILLAS DEL COFRE
Affordable luxury on the road
First stage.
Industry: Wellness /Hospitality / Lifestyle
Services 1sr stage:
Strategy
Naming
Identity Design
Messaging
The hotel is located in the intersection of very busy roads that connect central Mexico to the SE region. The hotel's location allows travelers to have a nice place to rest after a long drive and avoid entering the city. It's proximity to Cofre de Perote National Park, makes a very good option for excursionists that appreciate affordable luxury and conforts.
Challenge:
Our client, a seasoned business person, was building a new hotel in the Mexican SE region. He needed clarity to commission key parts of the business such as operational manuals and interior design. Our team conducted a brand workshop to define the target customer, selling points, and brand attributes. He knew that having a clear idea of the brand and core business aspects would help him save time and money in the long run. Furthermore, he needed a solid physical proof to start envisioning the concept that he had developed over years about this hotel.
Work:
To address our client's concerns, we began by conducting a comprehensive brand workshop to define their target customer, positioning, selling points, and brand attributes. We also conducted an in-depth analysis of competitors and customer needs to help them stand out in the market. We created a logo and a basic identity manual that captured the essence of the brand. We also developed mood boards to serve as guiding lines for the interior designers and created creative briefs for them to ensure that their work aligned with the brand's vision.
The hotel will open by the end of 2023, and we're excited to continue supporting our client's vision.
Strategy
Through two 4-hour sessions with the partners, we carefully uncovered all the essential elements necessary for crafting the Villas Del Cofre brand.
By conducting a thorough analysis of customer profiles, needs, and desires, as well as taking a closer look at the competition in the area, we were able to identify key opportunities for differentiation.
We then prioritized the needs and goals of the business and its customers, establishing a solid foundation for the branding process. This solid foundation provided the client with the confidence to start creating operations manuals and to craft a creative brief for the interior designers.
MISION:
Provide our guests happy rest in a safe and comfortable environment.
VISION:
The communication style should reflect the personality of the brand with a familiar, friendly tone. Highlight professionalism and focus on providing guests with a happy rest.
Brand Archetype: Caregiver
Brand promise: SUPPORT
This archetype is motivated to provide reassurance, service, advice, listening and an open heart to support the welfare of others. The Caregiver is compassionate, generous, efficient, self-sacrificing, patient, highly competent and an excellent multitasker
The logo
Tagline: Feliz Descanso
(Happy rest)
Brand identity for a hotel strategically positioned for travelers visiting the iconic Cofre de Perote volcano and business travelers in the city.
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The logo distills the entire brand promise into five lines. Literally five. The silhouette of the Cofre de Perote mountain rendered with radical minimalism, where each line represents both the mountain and the sky above it simultaneously. Nothing more. Nothing less.
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The result communicates something visually rare: the warmth and comfort of a full-service hotel with the visual confidence of a commercial chain like City Express, without being one. A logo that says: we know exactly where we are and we are proud of it.
Highly demanding conceptually because it required finding the precise minimum. The exact number of lines where the mountain becomes recognizable and the brand becomes memorable. One line more would have been decoration. One line less would have been abstraction.
Minimalist, geographically rooted, commercially credible. A brand built on the power of restraint.
