News: Ark Visual and Dov Kroll Unveil Brand Identity of Jaffa’s New Elmina Hotel
Ark Visual in collaboration with Dov Kroll, unveil the brand identity of Jaffa’s new luxury boutique hotel, Elmina Hotel. Serving as Creative Director, Hagar Erez of Ark Visual was given full creative license over the design and naming of the 10-room bolthole situated in the lively Jaffa Flea Market, close to the Mediterranean Sea. Named for the Arabic word for “port,” Elmina (ميناء), is housed within an architecturally preserved Ottoman-Era inspired building from the early 20th century. Elmina Hotel’s interior design was handled by local firm, Studio Michael Azoulay, with sleek art-deco inspired details and furnishings, while the rooftop features a beautiful public sunset lounge and bar designed by Ron Arad.
Ark Visual’s main inspiration for Elmina Hotel came from Jaffa’s illustrious history as a 3,500 year old port city and economic center. For centuries, the Jaffa Port served as an entry point to the Holy Land through various empires and for religious pilgrims as the gate to Jerusalem. The city was also characterized by its most famous historical export, the colorful Jaffa orange. Various vantage points in Elmina Hotel provide guests with views of Jaffa’s famous Clock Tower, stone architecture and the Mediterranean Sea. Hagar Erez focused on the architectural details of Elmina’s building along with its unique internal natural lighting experience to create the hotel’s identity.
Throughout the course of the day, Elmina Hotel is bathed in a plethora of colors from sunrise to sunset. The curvature of Elmina Hotel’s Ottoman window arches are the basis of the logo and font’s shape, connecting Eastern and Western influences in a sleek format. Each graphic decision by Ark Visual was influenced by the particular light experience viewed through each window of the building. Jaffa’s fierce orange-hued sunsets command the hotel’s color scheme, with bright stains bursting from the more neutral pink and Yves Klein-blue base.
A secondary and minimalist sunset-shaped logo can also be found emblazoned among the hotel’s many touchpoints from its “Do Not Disturb” door hangers to the coffee bar, rooftop lounge and breakfast menus. The menus draw inspiration from the rooftop’s vivid new Moroso x Ron Arad M’Afrique outdoor furniture collection, premiering at Elmina Hotel.
Guests of the hotel are invited in to escape the urban bustle of Jaffa’s Flea Market and step into a calming atmosphere inside. Ark Visual’s branding elements guide guests throughout the hotel’s public spaces with linear elements and an additional brass room number typography in tandem with the hotel’s art deco interiors. Each of the ten luxurious rooms features personalized stationary, toiletries and linens that enliven the experience.
Brand Identity: Ark Visual in collaboration with Dov Kroll
Design Team: Hagar Erez and Dov Kroll
Brand Photography: Ran Golani
Hotel Photography: Sivan Askayo
Headshot Photography: The Streetvibe
Interior Design: Studio Michael Azoulay
Rooftop Design: Ron Arad