I was recently chatting with designer Ross Goulden from GBH about their brand identity for Mama Shelter. Here’s what Ross had to say about the Mama Shelter project —
Positioned as ‘affordable luxury’, the Mama way is a unique mix of warmth, friendliness, communality with chic and eclectic design interiors but with a touch of surreal humour.
The Mama Shelter logo is very bold and unconventional, playing off the values of Mama – both warm and cozy but also surreal and surprising, we even hid an egg within the sheltering legs of Mama. This logo has been adapted with a tag to signal each new location.
The messaging and tone of Mama is many different overlapping tones, with exposed concrete walls colliding with graffitied blackboard ceilings and retro artefacts, its unique atmosphere is a combination of relaxed cosiness and an offbeat artist’s commune.
We were briefed to create the identity and all touch points throughout the hotels. We needed something memorable and unusual to reflect the electric nature of Mama Shelter.
For the rest of the items, we had a very ‘non-branding’ attitude from the owner, where each location is to have it’s own version of keycard holders, restaurant menus and do not disturb signs. The items are meant to feel unbranded and ‘found’ so instead of having the logo plastered on everything, we built on the Mama brand through the tone of each objects.
There are multiples of each idea too, so for example there are 8 other chicken keycard holders.
Also we have done some work for Mama Pizzeria, it was a tiny identity for their in house Pizzeria. Mama’s take on the fat jolly cartoon italian chef you normally get on pizzeria’s boxes.
Mama Shelter brand identity © GBH Design Ltd 2013.