We thought of the following concept: Shikaku and Bar Bar Kotak are two sides of the same coin. The core brand they share is based on principles of minimalism: harmony, stability, balance, and structure. Both sub-brands, like the establishments they represent, are defined by a type of elegance based on simplicity.
While Shikaku’s identity, which had been created prior to our work engagement used the square as a symbol of the refined and structured elegance of Japanese food, we thought that Kotak could mirror the concept in a more playful manner, that would better reflect the personality and identity of Indonesias who tend to be more laid back and relaxed.
That made us even more certain about our choice. We wanted to position Hansar as the boutique hotel recognized for their conceptual approach, impacting identity and unique guest experience.
"We provide the refined comfort of a 5-star bespoke experience in the intimacy of a boutique environment. We believe that through a philosophy of enhanced connection and mindfulness, we can deliver more personalized attention and services that adapt to the ever-changing
needs and preferences of our guests. This allows us to create a powerful experience that inspires and invites them to be fully present."
The creative concept is an idea that stems from the brand's core identity and key message. It helps create more engaging content and form stronger emotional connections with the target market.
We wanted it to revolve around the notion of "connection", which is what you feel when you step into the lobby and a valuable notion for guests. They want to connect to their family/partner during a trip, to the culture of a foreign country, and to a serene environment after a long day. Also, the staff has to find a connection to guests that allows to anticipate and serve their every need.
S T A Y C O N N E C T E D
To "stay connected" means to remain in the present moment, but it also serves to introduce Hansar’s philosophy on work and service: to stay permanently connected to the guests and their needs. The wording is straightforward, clear and simple. It's also a word-play that suggests two different meanings of the word “stay”: to remain in a state of connection and to be in the hotel.
Our "manifesto" would make the concept more tangible:
We are connected to ourselves: we prioritise looking in, that's why we are self-confident and do things uniquely.
We are connected to our guest: we anticipate their needs and are aware of their necessities; providing bespoke service and tailored experiences to make them feel present and happy.
We are connected to each other: a good experience for our guests can only be delivered by a solid team, that's why we value open communication, transparency, and mutual support.
Our visual identity has a contemporary style sprinkled with elegant, classic
touches.Creativity, contemporary art and nature merge organically through earthy colors,
calming textures and harmonious blank spaces. There is no clutter. Every element
has been specifically chosen to portray the notion of “connection to the present
moment".
Visual moodboard created in collaboration with our client at the beginning of the VI stage.
The color palette is composed of sober tones inspired by nature that align with
our concept. We also chose to enhance the system with discrete plant textures that works as a
refined compliment to the rest of the design elements.
An Old Style font was adapted to resemble a modern stencil, as a way of visually merging past and present. Luxury, heritage and innovation are reflected in this elegant and dynamic wordmark.
We wanted all the design compositions to be refined and simple, and to select colors that would help us convey the timeless concept. The palette we chose is sober and eclectic, evoking elegance and minimalism at the same time.
We infused the concept through details that would add value to the customer experience and support the notion of connection.
The brand manifesto is a literary/poetic text that we write to present the creative concept. It can be used by our clients however they desire: social media content, the script for a company video, or even a stencil over a wall of their office.
