deep — minimalistic branding with profound meaning
Yaroslav Kamenetsky
The largest and most luxurious capsule hotel in Europe. Sleek and minimalistic, it feels more like an art space than a hotel, offering a perfect environment to recharge and continue exploring the destination.
The task was to create a state-of-the-art, minimalistic logo with meaning embedded within the letters.
Brand strategy comes first—the approach was approved, and the brand keywords were set: Benefit, Art, Wonder.
The name 'Deep' was chosen, reflecting how deep sleep restores energy and enhances the joy of travel. It also aligns with the profound experience—unmatched impressions, service, and comfort—that the hotel offers its visitors.
The logo reflects the brand name by adding a third dimension, with the letters acting as cross-sections of the capsule to visually represent the product.
The slogan words, sharing the same planes as the logo letters, extend the isometric style even further.
A three-verb slogan—each with a double 'e'—not only rhymes with the brand name, empowering it and improving memorability, but also meaningfully describes the tourist’s everyday cycle, highlighting the hotel’s role in creating lasting impressions in a new place.
Category-specific brand identity materials are designed to include only essential information.
Brand identity guidelines ensured a cohesive minimalist design across everything—from registration forms to locker keys and signage.
Signs with inclined icons guide guests through the hotel.
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Posted Feb 16, 2025
Brand identity guidelines for one of Europe’s largest capsule hotels. Minimalism as an art—fewer elements, greater purpose.
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