Ruca Rayen is an exclusive Airbnb rental located in the middle of the forest in Bariloche, Argentina. When COVID hit, the owners wanted to make most of these times to uplift their experience and remodel their cabin.
They were looking for a luxury yet fresh brand, appealing to young people who want to live the “cottage, wanderlust” experience without sacrificing the comfort and luxury of being in a top-rated hotel. Their main audience is young couples who want to share an intimate moment and be in touch with the nature for a while. This isn’t a rental for partying: it is one of relaxing.
The rental is located far from the city, where the forest is its main character, thus why we used as prime inspiration local threes from Bariloche such as Cypress and Alerce. Its color palette comes from the forest, but in a darker tone to make it more high-end.
We used a mix of typography to emphasize luxury without losing the rustic touch: it’s high-end, but with a laid-back touch. The main logo is designed in a very ornamental, sleek type that emphasizes the classy part of the rental. The rest of the family is more relaxed, a serif with round, a bit unpolished lines to make it warm and approachable.
We created custom stationery for the guests and their owners, offering paper, envelopes and pencils upon their arrival, something all classy hotels use to offer.
The collateral material included a label design for their fresh, natural water bottle; signage to hang on the property to advert renters with the basic care guide for the forest; a leaflet with the house’s rules; a t-shirt available at the arrival; stickers and social media templates.
- Agency/Creative: Casa Bele
- Article Title: Ruca Rayen – Casual Luxury Rental in the Forest
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: Argentina
- Agency/Creative City: Argentina
- Market Region: South America
- Project Deliverables: Brand Design, Brand Guidelines, Brand Strategy
- Industry: Hospitality
- Keywords: Hotel, Arbnb, Rental, Rustic, Forest Rental
Director: Belen Ladaga