GBH DESIGN, London / MAMA SHELTER / 2013
Mama Shelter is a rapidly growing hotel brand. Positioned as an 'affordable luxury' hotel, the Mama way is a unique mix of warmth, friendliness and community where guests sit together at large tables and eat hearty food like your granny used to make, or party hard together in the bar. Design interiors are chic and eclectic with a drop of surreal humour! Exposed concrete walls collide with graffitied blackboard ceilings, its unique atmosphere a combination of relaxed cosiness and an offbeat artist's commune. It's very important that the identity and touch points add to the eclecticism and unconventionality of the hotel.
The result is a logo that is bold and unconventional, warm and cozy and plays off the name. Meanwhile, the hotel locations are differentiated by adding 'leg tags' to the logo.
The logo is used sparingly in the hotel as part of a deliberate 'non-branding' attitude from the hotel owner and allows scope to ramp up the creative, eclectic aspect of Mama. Every application has been created to surprise and delight in its own way. From a range of quirky key card holders, to alternating menu designs to a variety of do not disturb signs - the graphic language is diverse.
The graphic applications are continually changing both inside the hotel and across the different locations making them the perfect expression of the philosophy of the hotel itself - expect to be charmed, surprised, dined, but above all enjoy yourself! The identity and touch points have been very successful with guests, with a further two locations planned to launch over the next two years, both of which build on the same eclectic model as the previous four.