Afterglow
Rediscover Kuta through a new filter
Brand Identity for an all-day dining restaurant
Strategy, Branding, Collateral
Get reacquainted with the warm sunset glow across your face, cosying up to dancing fires on the beach and night surfing under the moonlight to take you to a place where you’d rather be.
BRIEF
Strategically located only 20 minutes from Bali's airport in Kuta, TRIBE Hotel Kuta is a new kind of hotel, that responds directly to the desires and aspirations of the modern traveller. A concept inspired by global journeys, its a refreshing and disruptive brand that challenges the status quo with its edited hotel experience that makes it a leader in the design-led affordable luxury sector.
As one of the latest lifestyle-centric hotel concept under the Accor brand, it was created for the modern traveller. With this in mind, Accor and the owner's development team approached Minded by BrandWorks to create a like-minded brand for its signature rooftop bar and dining destination that would complement the hotel's offering and appeal to both hotel and non-hotel guests alike. With an uncompromising vision to deliver a uniquely positioned, design driven hotel, TRIBE wanted to create a unique F&B destination, that melds globalist international flavours and premium dining experiences, together social drinking and entertainment as their point of difference.
Established and recognised internationally, insights into the Kuta found there was a lack of quality bar and dining offerings best suited to the modern traveller. This included everyday cafes to upscaled bars and eateries. This motivated TRIBE to turn its rooftop mainstay into a sought after destination in the sky… and restablish Kuta's reputation for surf, sunsets, coastal chic and a place to thrive at night.
SOLUTION
Throwing back to the late 70s, Kuta was Bali's top destination for surf and sun-baked beaches. Tourists and locals were converging along the long beach walk of Kuta Beach—witnessing the epic sunsets and a haven for Bali’s best-surfing community. This era provided the inspiration for rekindling memories of a time when Kuta was at its best and reintroducing Kuta in a new light.
The name AFTERGLOW was coined from the hazy sunsets, long stretches of beach and surf spray. Inspired by the afterglow hues of indigo blue and orange blurring against a backdrop of radiant red and silver reflections across the inky blue horizon of the Kuta beach sunset.
The AFTERGLOW brandmark, inspired by Kuta beach waves, features an interconnecting wave line with a dynamic flow. The 'O' mirrors the sun's shape in a perfect circle. The fresh, vibrant color palette evokes summer holiday aesthetics, with gradients mirroring Kuta's sunrise and sunset skies. Patterns, inspired by nature, employ a tribal-like illustration style. To convey the brand message of "rediscover Kuta through a new filter," various photo filters were developed and applied
From early morning catch-ups and chilled get-to-togethers to celebratory parties and cheeky twilight soirees, this is new Kuta at AFTERGLOW TRIBE.
