Crafting a New Concept for Indian Luxury
Aqua, The Park Hotels
Branding The Park’s pan-India poolside experience: We designed a bold and playful identity with an adaptable brand architecture, for Aqua, The Park’s restaurants and lounge bars across cities.
The Park is India’s leading collection of boutique hotels. Its unique poolside brand Aqua, offers a relaxed beach vibe in its cool city hotels. Each outlet, designed by a cutting edge designer (including Terence Conran, Project Orange and Gunjan Gupta) has a unique look, while sharing a distinct ‘aqua’ flavour. We created an identity that visually connects the brand across locations, while allowing for flexibility in design through colour.
The rounded wordmark has a whimsical ‘Q’, with a bright color at its center. This element is dynamic and changes hue across locations. The use of unusual materials –specially developed rubberized coasters and menus are waterproof and add a tactile element of surprise.
Smart and adaptable, the Aqua brand has evolved as The Park brand continues to grow.