Brand Identity & Packaging
Sandstone, black ink, no noise
A full identity and packaging system for a renovated boutique villa hotel in Seminyak, Bali — from amenity labels to menus and in-room signage.
← Selected workA property that is entirely about material. The identity was drawn from the building — teak, terrazzo, Palimanan stone — so the print sits inside the room rather than on top of it.
The brief
The owners were mid-way through a complete renovation of a three-villa estate in Seminyak and needed a brand to arrive with the building. The reference wall was Casa Cook — lighter, because of the natural Palimanan stone going in — with Aman's restraint and Scorpios Mykonos' looseness named in the same paragraph. Stage one was the guest amenity range and stationery; stage two, the menus, wine list and in-room literature. Everything had to be printable at a local Bali press.
The contradiction in the brief was the actual problem to solve: clean or typewriter, luxury or laid-back. Resolving it stylistically would have meant picking a side. Resolving it materially did not.
Two directions, one decision
Rather than a moodboard, both readings of the brief were drawn as finished artwork on the real stock. A quiet direction — centred, wide-tracked caps, the Aman end of the reference. A typewriter direction — left-aligned, ruled, monospaced, closer to Scorpios. Same grid, same ink, same paper, so the choice was about voice and nothing else.
The quiet direction carried the range; the typewriter voice was kept for the menus and in-room cards, where a little looseness earns its place. One system, two registers.
One label, five products
Shampoo, conditioner, shower gel, handwash and body lotion share a single kraft label; the product name and a two-word scent line are the only variables. Amber 500 ml PET with a matte black pump, so the range reads as one object on the shelf rather than five — and so a bottle can be re-labelled without a new artwork sign-off.
- Shampoolemongrass
- Conditionervetiver
- Shower gelsea salt
- Handwashlime
- Body lotionfrangipani
Built for a local press
The print shop works in Corel Draw and prints one colour on uncoated stock. That constraint set the artwork: no foils, no gradients, no second pass, nothing that fails on a warm sheet. Type was sized to hold at label scale after the press gain, and every file was supplied in the formats the shop actually opens — CDR alongside PDF and EPS, with outlined type so no font travels.
The property
Three villas, ten bedrooms, one estate in the heart of Seminyak — alang-alang roofs, reclaimed teak, terrazzo and Palimanan stone. The palette was taken straight off the building, which is why the labels disappear into the bathroom instead of competing with it.
Direction & image-making
Design and photography held by one pair of hands — the labels and the shots they live in were made together, not handed off.
The outcome
Identity, packaging and print produced in-house, working directly with the owners and the Bali print shop.