The White Lotus is a luxury hotel & resort located in Sicily. Their brand is inspired by stillness, nature, how light one feels after they are well rested.

The art direction for this brand was determined to be clean, natural, minimalist, calming and light with a touch of luxury through out the application.

A minimalist rendition of a lotus flower keeps the logo mark design away from literal interpretations you commonly see elsewhere. This logo mark is based on a lotus flower just before it blooms, capturing the essence of anticipation, an adventure just before it begins.

The typography suite for this brand has an unexpected pairing - A Sharp and elegant modern serif typeface to exude luxury and bespoke nature of their service while the mono fonts used for body text and some subheadings gives the brand a health and wellness look & feed, speaking to it's resort and spa side of services.