CATEGORY

Comprehensive Identity Programs

LEVEL

Professional

RANK


DESIGN CREDITS

Creative Director

Yah-Leng Yu


TAGS

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LINKS

foreignpolicydesign.com
wanderlusthotel.com

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CLIENT

wanderlust is a design boutique hotel by Singaporean hotelier Lik Peng Loh. This hotel targets travelers who not just understand and appreciate design but are curious and interested in engaging and immersing themselves in a new experience. Each floor is designed by a different designer who was given free creative rein to design the rooms.


BRIEF

Create a quirky and fun brand that is synonymous with the ideas and experience of traveling and journeys, of the process of discovery, of that innocent dream-like feeling. The vision of the hotel owner has always been grounded by the history and surroundings of his property. Since each floor is designed by a different designer, the floors all look and feel very different. Our challenge was to achieve a cohesive voice and unity through the branding and identity, a voice that will also augment the ideals and creativity of the project and still preserve the honesty of the meaning of “wanderlust.”


APPROACH

Little India has always been an eye-opener and cultural revelation to travelers, providing that “wanderlust” effect. We wanted to stay true to that experience by using contextual elements. The building, a former elementary school in the early 1900s, inspired that child-like innocence: folding a paper plane or assembling a plane kit, the dream of possibly one day traveling the world. Various forms of ephemera and keepsakes experienced during a journey were carefully studied, considered, and deployed onto the collateral set, like a bus ticket for the rate cards, an air ticket for the brochure, as well as a multifunctional itinerary book.

wanderlust is about immersing our guests’ experience to the fullest during their journey, and we’ve successfully accomplished that with our branding collateral. Having been included in Condé Nast Traveller’s 2011 Hot List and winning Best New Boutique Hotel by TimeOut magazine bear testament. But the highlight of this program has to be our itinerary book. Given to guests at check-in, it not only contains the necessary hotel information but also is a handy guide, detailing places to see, things to do, and where to eat around the neighborhood. For keepsakes, guests can also record their entire journey on the thoughtfully designed grid or blank fun pages. — Mae Noor, marketing communications manager of wanderlust hotel

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