Khanfroosh Hotel

Project Overview

Khanfroosh came to us for a modern brand identity. The brief was values-first rather than aesthetics-first: the identity had to communicate integrity, teamwork and commitment — abstract qualities that a logo can easily gesture at and fail to actually express.

We handled art direction and the visual system, working toward restraint. Minimalism is the harder route for a values brief, because there's nowhere to hide: with fewer elements, each one has to carry meaning rather than decorate. The mark was built from a small set of forms chosen for what they signal rather than how they ornament, with a colour palette and typographic system kept equally spare.