My clients were 2 young entrepreneurs who came to me to help them define a new brand identity including the naming, for hostel chain they wished to start in South India which provided luxury hotel accommodation but at affordable prices. Their target audience was youth travelers, single as well as groups, business travelers, soul searchers. 

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After initial research and discovery we landed on some brand attributes to help guide the visual creative direction - Bright, open, dynamic, multicultural, classy but not elite. I designed an elegant multi-colored logomark with layered meaning - a subtle reference to 'nesting', by using a nest-like structure, and overlapping lines and colours showing diversity of their target audience, reflecting different types of people and cultures meeting at this one unique place. This extended into a visual identity system for all brand collateral.