HOBO IDENTITY

ClientNORDIC HOTELS & RESORTS
Category A01. Creation of a new Brand Identity: Consumer / Corporate / Non-profit
TitleHOBO IDENTITY
Product/ServiceHOBO A BOUTIQUE HOTEL
Entrant IDENTITY WORKS Stockholm, SWEDEN
Idea Creation IDENTITY WORKS Stockholm, SWEDEN
Credits
Name Company Position
Identity Works Identity Works Identity Works

The Campaign

Not having to look far, we sought inspiration right from our backyard. We worked alongside a studio to create a hotel brand experience that digs out and celebrates beloved spots, music, design and other things of local interest. The result is a unique and homegrown community that unlocks Stockholm to the curious visitor.

Creative Execution

The Hobo mark takes its letterforms from beloved Stockholm structures – Kaknästornet, Slussen, Sergels torg and Hötorgsskrapan. Like the logo, the rest of the identity is based around our favorite ’smultronställen’ in Stockholm. Through out the hotel the logo is represented in different ways; as a bookshelf, as a locking-device for schampoobotles or simple signs in the breakfast area.

Indication of how successful the outcome was in the market

The result is a eclectic hotel experience that has attracted entrepreneurs and young creatives from across the world. The identity has taken of on its own and items such as the Stockholm-umbrella is currently being sold in Swedens top design store Designtorget.

Of Stockholm’s 150+ hotels, not one meaningfully connects today’s creative-minded traveler to the dynamic life and trends that the city is known for. Most hotels attempt to appeal to travelers by unnaturally emulating other city hotels like those of New York and London. The true Stockholmer’s hotel is long overdue.