Brief
Develop the names and design the branding identity for 5 of Dusit Hotel & Suites Doha’s signature restaurants & bars: a lobby lounge, an Italian restaurant, a Japanese restaurant, a cigar lounge and a rooftop bar.
Oro by Alfredo Musso
This accessible, hearty, family-friendly Italian has a logo that references the homemade cuisine itself, as it represents the outline of a pasta cutter combined with a pizza cutter, while the name simply means ‘gold’ in Italian. This golden shade is combined with dark blue to create a sophisticated yet approachable branding that strays away from the typical red and green cliches.
The nostalgic font is inspired by vintage Italian store fronts and the menu opens like a door, in line with the brand’s welcoming DNA.
All collaterals are very image-centric, like an invitation to step into an authentic little slice of Italy, right in the heart of Doha.
Torafugu
This contemporary, upscale Japanese restaurant concept calls for a very minimal font, with clean sharp lines, nothing superfluous.The logo – a puffer fish illustration – echoes the name itself, whilst not being too figurative at all and remaining very modern.Giving the whole branding a muted, organic feel, black and white are the main tones used throughout, elevated with a little touch of gold.The different textures and shades of black and white are inspired by elements that are highly present in Japanese culture and cuisine, such as rice paper, charcoal and the art of Kintsugi.
West.48
This rooftop bar is a luxurious urban oasis, bringing greenhouse vibes to the top of the city and a lush, verdant environment.
The logo and the whole branding strongly reference the interior design – with the botanical-themed wallpaper pattern being used on menu and collaterals too, and the green tones present all throughout.
Victoria
For this elegant Lobby lounge and tea room, the branding direction is decidedly feminine and delicate, incorporating cursive Victorian-inspired fonts, and using different shades of pink, beige, peach, salmon, with accents of rose gold and intricate floral patterns.In keeping with the regal theme, the name references Queen Victoria who is often credited for having popularized afternoon tea, and it is also a nod to the sister venue Antoinette’s at Dusit Doha, inspired by another great queen.
Adding to the upscale feel, soft texture is also included, through thoughtful details such as fabric menu holders.
Code
Reminiscent of private gentlemen’s clubs of the old world, the sleek and enigmatic Cigar & Rum lounge is centered around darker tones, evoking night-time secrets and luxurious yet understated leisure with a gentlemanly touch. The colors take inspiration in the concept itself, and in the natural elements that are found in cigars and liquor. The brown reflects the different levels of maturation of tobacco leaves, the wooden barrels and the smoothness of dark rum, while the black recalls burnt ashes and the gold alludes to the eye-catching bands of premium cigars. Rich, dark, textured leather is used throughout the branding. In line with the subtle sophistication of the brand, the collaterals have a magazine feel to them.
Scope
Naming
Logo Design
Art Direction
Branding
Collaterals Roll-Out
Social Media Branding
Voice & Storytelling
