Building an Online Brand : A More Authentic Experience
Brands act as a promise of experience. We recently helped Private House Stays, an online Scottish accommodation booking enterprise, to crystallise what makes staying in privately owned accommodation more attractive than big hotel chains.
We used a mix of qualitative and desk research, as well as internal brand workshops, to create a brand around the idea of A More Authentic Experience. Our research showed that what people really liked was the warm welcome and local knowledge of B&B owners; these human qualities enriched their experience of the locality.
We used the brand idea to design the visual identity, drawing inspiration from traditional Scottish luckenbooth with a pair of overlapping hearts to emphasise the human and authentic qualities of the brand promise.