In a ‘do it all, do it now and do it better’ world, taking the time to pause, breathe and go with the flow is often hard to come by. So when approached to create a brand for Ona -a new beach and pool-side bar, part of the parent company INNSiDE hotels, we saw an exciting opportunity to explore the needs of a new generation of holiday-makers.
We hoped to capture the essence of the parent company’s Catalan roots to create an ownable identity that steered clear of beach and pool bar cliches while speaking to a spoilt-for-choice audience with an offering that was as much about the brand experience as the picturesque locations.
Moreso, because the INNSiDE brand was moving into more varied locations, uncovering the unified vision of the offering was vital to bringing synchronicity to the different locations Ona’s holidaymakers could enjoy. Visitors would be able to feel the same brand experience at a roof-top pool bar in Palma or a beach side bar in Fuerteventura.
The name Ona means ‘wave’ in Catalan – so was a good place for us to start developing a story. The idea of natural ebb and flow formed the central idea with the concept of ‘coming and going with the flow’ articulating the brand’s warm and easy-going character. Ona invited visitors to leave their busy lives at the door, to forget their schedule and enter a space of possibility where the only items on the agenda are enjoyment and finding your state of flow.
We developed a relaxed, changeable identity to capture this spirit. Inspired by beautiful tiled artistry of the Catalan region and with the uniformity of geometric patterns, a graphic identity was created that mimics the free-flowing movement of the wave, with a repeated pattern that nods to the consistent experience across the locations.
