PATANA Hospitality Branding by Asimba Edward

PATANA Hospitality Branding

Asimba Edward

Brand Designer

Graphic Designer

Brand Strategist

Adobe Illustrator

Adobe InDesign

Adobe Photoshop

Patana-Hospitality-Branding-by-Asimba-Edward

PATANA is an innovative hospitality group that offers exceptional experiences and product offerings to discerning clients in East Africa through their portfolio of companies starting with their premier venture PATANA Coffee House located in the suburb of Kitengela just 1Hr outside Kenya's capital city, Nairobi.

Their mission is to bring people together to connect, share and enjoy the goodness in life. They exist to bring happiness into people's life; one experience at a time.

The word "PATANA" is a Swahili verb meaning "To Come Together".

Overview

When the proprietors of PATANA Hospitality decided to launch a boutique hospitality group outside of Kenya's Capital Nairobi, they knew they had to start with a robust brand strategy and visual language that would set the tone of the entire brand and tell the right brand story to the discerning clientele of Kitengela Town - their target market.

That is how they approached me to help in crafting the right brand before they opened their doors. This project was conceptualized 1 year before PATANA Coffee shop their first brand under PATANA Hospitality Group opened its doors.

Challenge

Setting up a boutique coffee shop in the outskirts of the capital city (Nairobi) possess a lot of challenges for an entrepreneur launching a totally new brand.

It also introduced many challenges to me, the strategist and designer of the brand; the first being designing a visual identity that could be noticed in an already competitive industry, through which it could express its commitment to its customers both new and regular.

Strategy

I worked with the proprietors to fine tune and distill the brand story and the positioning strategy so that the messaging was right on target and connects with the target audience.

I also established the overall tone of the visual elements as well as the messaging.

Part 1 - The Brand Definition Exercise

The coffee shop industry in Kenya is competitive and in urban areas its dominated by major players. PATANA Hospitality's innovative business model needed an effective branding strategy that will ensure its flagship brand PATANA Coffee Shop becomes a success with Kitengela's consumers therefore I started with a brand definition exercise as the anchor of the entire branding exercise.

This ensured we uncovered insights that helped in positioning of the brand as a top player in its market as well as connect with the target consumers.

Here's what I uncovered from the brand definition exercise:

Patana-Hospitality-Brand-Definition-by-Asimba-Edward

The brand definition:

THE WHAT: A boutique hospitality group.

THE HOW: That offers exceptional experiences and product offerings.

THE WHO: To discerning clientele.

THE WHERE: In Kenya and Sub-Saharan Africa.

THE WHY: To ultimately bring people together to enjoy the joy of life.

THE WHEN: Now and in the future.

Patana-Hospitality-Branding-by-Asimba-Edward

Part 2 - Brandmark Construction

A Person representation is the core of the identity Construction. It represents PATANA’s mission to impact people through discerning hospitality experiences. The mark is composed of four of these symbols intertwined to represent 4 people sitting around a table enjoying a beautiful moment.

Patana-Hospitality-Branding-by-Asimba-Edward

Part 3 - The Brand Identity Development

Patana-Hospitality-Branding-by-Asimba-Edward

The Brand Patterns

Patana-Hospitality-Branding-by-Asimba-Edward

The Typography Development

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Color Palette Development

The ‘PATANA’ color palette is what creates the brand’s personality. The developed scheme gave a modern touch to the brand expression, it also reflects PATANA’s values and helps in attracting and making the right customer feel welcome in their spaces. It also allows the expression to work in a wide array of contexts by creating conversations subtly categorized through color selection.