Hostelwerk Brand Identity
Hostelwerk is the newest project of a regionally successful carpentry firm from Brandenburg. This line is specifically aimed at youth hostels and camps, with a geometric minimal aesthetic.
Project Type
Brand Identity
Software Used
Adobe Creative Suite, Figma
Year
2025
The Ask
A visual identity for a secondary-brand of a family owned, Brandenburg-based carpentry firm. The branding is oriented at regional youth hostels, acting as a counterpart of the mother-brand Beerendt Tischlerei.
The Solution
A clean & bright visual identity merging the worlds of caprentry and hospitality, centered around the craft of the furniture solutions made.
Methodology
The theoretical foundation for the design process of Hostelwerk is a personal variation of the Double Diamond Method, which I adapted to my logic of design research and my deisgn process in general. It is based on expanding research and ideas, and then, through careful selection, concise the gathered knowledge based on relevance & commercial success.
First References
In order to understand the task at hand, local carpentry and youth hostel providers were examined closely, with a focus on the direct competitor Kirchmayr.
Expanded References
After the first references, international hostel chains and furniture manufacturers were examined closely, which highlighted an approach of marketing using the end-consumer experience in a B2B market.
Brand Associations
After conducting the competitor analysis, brainstorming was carried out to find associations that could serve as a guide for the design and further research for Hostelwerk.
Wordmark
The wordmark designed for Hostelwerk is a simple but effective solution based on the adaptation of the letter H. Combined with the Epilogue Bold font, it forms a strong and visible wordmark that works well in both large and small formats.
Iconmark
The stylized H from the wordmark serves perfectly as an iconmark for the brand and can be used for purposes such as stickers, favicons, or social media profile pictures.
Iconmark
The design of the logo was directly influenced by the products of Beerendt Tischlerei, and the rounded corners they use were incorporated as the main element in the iconmark's design.
Color Palette
The chosen color palette connects the two worlds in which Hostelwerk operates. The tones represent wood and nature and are reflected in the forest green as the main color and the two wood tones Warm Oak and Bleached Birch.
The strong Electric Orange serves as an accent color and breaks up the natural tones, bringing us into the lively and cheerful world of hostels.
Why Epilogue?
Epilogue was the perfect partner for the designed H symbol because it strikes the perfect balance between playful and elegant and reflects the brand's visual identity with the rounded inner corner of the lowercase T.
As an open source font, Epilogue is also the most practical solution for the client.
The Branding used in UI
The example landing page was designed to communicate the page's objective clearly and concisely, which is why when you click on the link, the first thing you see is a product slideshow with a concise slogan and CTA.
