Pablo de Mello

Ethereal Hotel Branding

Personal Project

Branding

London, 2022

Inspired by recent travels to Greece and its marvellous people, landscape and culture, this project aims in developing am unique, contemporary and elegant brand for the client, Ethereal Hotel.

Ethereal Hotel is a luxury hospitality branding project designed to evoke a sense of calm, peaceful and recharging experience in one of the most particular and suggestive places in the world, Santorini, Greece. It is all about relax, elegance, and exclusivity. The goal was to create a visual identity that reflects a refined guest experience while maintaining a contemporary and minimal aesthetic.

The challenge was to communicate luxury without relying on overly decorative or predictable design elements. Many hotel brands depend on traditional visual cues, which can feel dated or generic, making it difficult to create a distinctive identity.

The concept was built around subtlety and atmosphere, positioning the hotel as a serene and immersive environment. I had this idea of creating some signs represent abstract concepts such peace, relaxation and serenity. It started with playing around with circles and intersections. The resulting shape of this exercise resembled a flower. When I felt happy with the create image, it was a matter of pairing it with an appropriate font and colour palette and the brand came out in a restrained visual language, soft contrasts, and clean compositions were used to convey sophistication, comfort, and a sense of escape.

The final outcome is a cohesive brand system applied across print and digital touchpoints, reinforcing a premium and tranquil experience while establishing a clear and memorable identity.