Casa Gracia, a boutique hostel in Barcelona, started their operations with a basic market offer, following the regular dynamics of this type of accomodation. Mayúscula was invited to define the initial concept and brand identity of this new business, focused on the continuous mix and balance of opposites: low cost with premium customer service, homey but elegant and in a vintage with a young and cool social atmosphere, taking formal references from Modernism, as the hostel is in a primary location in Barcelona: Paseo de Gracia with Diagonal. All types of touch points were designed, such as stationary, hospitality applications, wayfinding, signage, communication, environmental graphics. Furthermore, Mayúscula did the direction for some interior design concepts, illustration or copywriting.
After two years after, having recovered the initial investment, Casa Gracia decided to repositionate the brand, moving to a luxury & multipurpose boutique hostel with a gastro space, a cocktail bar, a spa and polyvalent rooms (for culture events, yoga sessions or corporate events). The concept was “living locally”, and the goal was to create a space where locals and foreigners could enjoy alike.
This project is a great example of “lean branding”: the initial concept was conceived to work as a first trial – and during the repositiong the elements were analysed and adjusted to this new reality through a research about the new values to be communicated.
Mayúscula coordinated the brand strategy team and did the coordination and management for creative innovation projects in several multidisciplinary teams participated. Our repositioning project consisted in analyzing the existing identity we originally created and adapt visual and digital applications and brand manuals to the new strategy. We developed a custom made typography with many character variants, a flexible wayfinding system done with gobo lights that allowed casa Gracia to change signs in multipurpose spaces, special events and collaboration with sponsors, and a completely new responsive website. The digital experience revolved about three main areas: sleep (hostel), play (events) and work (rental of multipurpose spaces).
This project is a great example of “lean branding”: the initial brand concept and identity were conceived to work as a first trial — and 2 years after, the brand was repositioned in all its touchpoints to this new reality.
“A custom uppercase typography was designed for all applications concerning wayfinding. It is based on modernism and inspired by the signs on Barcelona's façades from around the turn of the 20th century”.
Highly decorative detailing allows for special characters to be used depending on where they rest in the word. Alternate characters at the beginning and end of a word allow for a more playful approach, and some letters can be varied adding variants to avoid their repetition in a word. Overall, a fun and peculiar typography with an informal yet classy look.