Singgah, when translated, means to “stop by” or “quick pit stop while traveling.” It directly connects to the brand as a whole, a boutique hotel in Pekanbaru, Riau created for fast-paced young business men and women who transits into town, providing them with comfort, security and affordability so that they can rest and continue their hustle.

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The Objective

To create a fun and modern brand identity. We were challenged to create a concept and an idea, aligning to the founder’s vision to be the number 1 transit hotel in Pekanbaru. The interior and exterior of the hotel is welcoming, modern and edgy and we needed to create an identity that will reflect that.

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The Solution

We chose to handmade its primary wordmark logo with a handwritten style so that it is modern yet down to earth which exudes the comfortability of the hotel. This brand identity for Singgah encompasses fun and chic elements. The secondary icon of the paper airplane portrays singgah as the number one choice of transit where its customers of businessmen and travelers are always on the go while the paper format gives it a friendly feel. The pop colors also gives it a fun and dynamic edge while still coming off as modern and trendy.