Brand development and visual language for a hotel in a premium resort.
Repositioned as a place to see and be seen, a place where the young and adventurous can come to play.
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For many years the Cabanas hotel within the Sun City Resort was positioned as being family-orientated, but was repositioned as a hangout for people in their 20’s to mid-30’s.
Invoking the spirit of the late 1960’s beach culture, the best of 80’s prep fashion and South African surf style, Circle rebranded the Cabanas as a truly original leisure and entertainment experience. Repositioned as a place to see and be seen, a place where the young and adventurous can come to play.
The illustration style is bold, daring and vibrant. Invoking the spirit of 1960’s Cuban leisure poster art, Cafe’ Del Mar and Wallpaper Magazine. The use of pattern is vital, each pattern has a subliminal communication of themes like relaxation, summer fashion, fun, nature and water.
From check-in to menus and in-room stationary, this new visual identity was rolled out across all collateral and consumer touchpoints, communicating to consumers in a welcoming tone, while staying true to the Cabanas brand and showcasing its new positioning.
