Bay Hotel Design & Branding CONCRETE CARE by Neighbor

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Industry Hotels & Resorts
Media Design & Branding
Market Singapore
Agency Neighbor
Designer Shaun Sho, Agnes Tjipto
Released February 2012

Credits & Description

Category: i. Own Label and Private Label brands
Product/Service: HOTEL AMENITIES
Creative Director: Shaun Sho (Neighbor)
Art Director: Shaun Sho (Neighbor)
Designer: Shaun Sho (Neighbor)
Designer: Agnes Tjipto (Neighbor)
Media placement: Shaving Kit - Hotel Bathroom Amenities - 12 February 2012
Media placement: Dental Kit - Hotel Bathroom Amenities - 12 February 2012
Media placement: Shower Cap - Hotel Bathroom Amenities - 12 February 2012
Media placement: Comb - Hotel Bathroom Amenities - 12 February 2012
Media placement: Vanity Kit - Hotel Bathroom Amenities - 12 February 2012

Describe the brief from the client
Bay Hotel Singapore is a new boutique hotel that emphasizes simplicity, functionality and modern comforts. The hotel’s modern yet raw, concrete framework is juxtaposed distinctively against a verdant forest backdrop. The brief is to design a visual identity that best reflect these qualities and at the same time, differentiates the hotel from the sea of competitors in the small country.

Describe the challenges and key objectives
The packaging of the bathroom amenities is the first range of works to be designed. The objective is to communicate originality, simplicity and wit. Since the hotel's target audience includes leisure and business travellers of all nationalities, the client specified that the packaging design had to be multilingual in order to be user-friendly.

Describe how you arrived at the final design
The hotel’s architecture inspires its range of bathroom amenities, which mimic slabs of concrete that are imprinted with images of the boxes’ contents. This simple design element crosses language barriers, thereby eliminating the need to name the contents within. Eco-friendly, cost-effective and charmingly witty, this range sets the hotel’s amenities apart from the other plain and dull sets offered by others.

Give some indication of how successful the outcome was in the market
Positive feedbacks are received from the owner, business partners and guests from the trial stay.