This is the brand design for the boutique hotel brand 'Now Now'. We collaborated with Canadian brand design studio Saint-Urbain. This project embodies the brand philosophy of encouraging solo travelers to get out of their space and connect with the outside world.
“Now Now is a hotel for people who want to get out of the city rather than stay in their rooms,” explains Alex Ostroff, founder and creative director of Saint-Turbain. “We wanted to gently encourage connection with both the outside world and oneself through our visual identity.”
The brand strategy began with a focus on the emotions and behaviors of solo travelers. The team wanted the brand to have a warm, soft, and unobtrusive identity, recalling the curiosity, contemplation, and slightly magical moments that come with traveling alone. Now Now emphasizes the moment of presence and provides a sense of being in the ‘here and now’.
The custom wordmark symbolizes ‘boundaries and transitions’ and is made of a modular structure composed of circles and squares. It is inspired by architectural forms and keyholes, and represents the journey itself as a ‘portal’ to a new self or a new city.
The basic font, Ginestra, has both a human personality and urban sophistication. Created to honor Nacho Ginestra, this font is a typography filled with story and soul.
