MADERA HOTEL | brand strategy & positioning | naming | logo | website |collateral
stay | connect | share
This brand positioning was created to appeal to younger tech-savvy guests that wanted to stay, connect and share with other hotel guests, the local community and experience cultural hotspots around the hotel.
Turns out everything is in a name, its imagery, tone and likeability of the brand by the consumer.
Over the years Reaction has amassed a vast amount of experience and knowledge in the naming process.
Madera, meaning “wood” in Spanish was a perfect fit.
The hotel name and logo were inspired by the natural and warm interior design direction that incorporated wooden elements such as panelling, sculptures and artwork throughout the rooms and public areas.
What's in a name?
In line with the theme of wood, the in-room collateral, sales materials and stationery were printed on paper, with an embossed wood grain.
