In a city already saturated with luxury hotel experiences, challenging the status quo was the Rest Republic brand’s sole mission. Leveraging our collective experience in luxury hospitality, we defined a distinctive creative approach that delivers impact and speaks the language of its young, demanding audience.
Kicking against the stuffy formality of the city’s existing offerings, the hotel’s point of difference is to provide truly accessible luxury. To articulate this rebellious attitude, we created a brand that looks, sounds and feels like no other in the industry and is fully in tune with its audience. The tagline encapsulates the essence of our thinking; Rebellious Perfection says we're shaking things up to create something you’ll love. The playful wordmark with its dozing ‘REST’ boldly announces the brand’s irreverent nature by, literally, turning hospitality on its head. Our mischievous wolf mascot symbolises the spirit of the guest: a pathfinder who has a thirst for freedom. Bringing these elements together into a dynamic identity toolkit, we produced a range of guest collateral, hotel signage and interiors, the website, a check-in app, and staff training manuals.
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