A previously abandoned hotel in Rajasthan requested a new brand identity and hotel name that attracts the adventurous elite. The hotel group wanted to erase the region’s associations with the abandoned hotel of haunt and dark folklore that were tied to the hotel and the surrounding area. In an effort to attract a new clientele, the rebrand project was handed over.

The Pink Bengal brand identity is fanciful, courageous and daring like its namesake animal. It’s a place for clients to to return to their wild with a boutique hotel experience.

The rebrand for the Pink Bengal includes the name itself, a responsive logo, colors, typefaces, and the rollout of print materials and environmental graphics for the hotel, inclusive of a brochure, hang tags, pool graphics, stamps, door signage and more. The colors pull from the architecture and color palette of the traditional buildings in the Rajasthan area, while the use of the chunky irregular typography breaks from the traditional lettering of the area, allowing for feelings of adventure and quirk.

The logo includes a system in which the hotel can break apart the “whisker” feature that encapsulates the type. They can then easily reuse this feature as an underline, an icon, a pattern, or to enclose other type and give it shape, while ensuring a sense of brand consistency across all materials.

The photography direction is bright, clean and natural, and allows the brand to lean into color and funk without dismissing the elite clients looking for an elevated experience.