Boutique resort
A 13-chapter brand book for a boutique resort built around Lanna craft, local culture and personal service.
- Client
- Boutique resort, northern Thailand
- My role
- Brand identity, brand book and art direction
- Delivered
- Brand book in 13 chapters
- Year
- 2024
The brief
The resort is built in traditional Lanna style, with carved wood, temple-like roofs and local craft everywhere. The owners wanted a brand that felt as crafted as the place itself.
The brand book had to hold the whole story, from history and values to how the logo, colours and photos are used, so staff and partners tell it the same way.
What had to work
- Turn a place full of detail into a brand that still feels calm and simple.
- Respect Lanna culture without looking like a museum.
- Give staff and partners clear rules for social, print and guest materials.
What I did
- 01
Story and values
About, history, mission and vision, built on three ideas: crafting authentic architecture, ultra-personal service and local culture experiences. A chapter on neighbourhood heroes brings in the local people behind the place.
- 02
Voice
A tone of elegance, worth, passion and power, spoken in a voice that is warm, attentive, humble and peaceful. Plus the tagline, "Authentic Crafting Boutique Resort".
- 03
Logo and graphics
A logo mark drawn from the resort's own tiered roof, a matching icon set, and a four-petal pattern taken from Lanna ornament.
- 04
Type and colour
Playfair Display and Poppins for English, Anuphan for Thai. Terracotta red, gold, deep brown and a warm cream, taken from the wood, brick and gold leaf on site.
- 05
Art direction
Photo style rules, brand goals and a plan for communications, then the brand applied: app icon, favicon, guest premiums and stationery.
Where it is now
A complete brand book the resort uses to keep every guest touchpoint, online and on site, in one voice.