Oculto, Hotel & Resort
Inspired by the mystery of secret societies, Oculto offers its clients an unforgettably luxurious experience pickled with elegant surprises that elevate simple hotel visitors to valued members of the inner circle.
Scope: Naming | Logo Design | Brand Identity | Art Direction | Packaging Design | Web
Oculto (as hidden in Spanish) is a boutique hotel located in the heart of Mexico City's most vibrant district called La Condesa. It was essential for the brand to convey luxury and a sense of belonging throughout the visitor's entire experience. From receiving a secret password to hush to the waiter and receive a surprise drink to a hidden area to relax and let go of the day, visitors could feel devilishly exceptional.
To understand the challenge’s objectives, an extensive research based on secret societies was conducted. The main keywords for this project revolved around the concepts of mystery and sophistication and how both words complemented each other.
The logo resembles the old and enigmatic emblems. Its thin lines create a harmony between the hidden and the cryptic, and it allows the guests to feel part of a privileged club. This sort of versatility is what captures themes of magic and wonder. The color palette was kept simple: black and white with a touch of golden foil to highlight details. Embossed details, such as a the emblem, were added to the letterheads and print material to give a sense of secrecy and create a palpable feeling in our hands.