HOTEL DAWSON

[Brand Story & Concept]
'HOTEL DAWSON' goes beyond a simple beauty and lifestyle brand centered around fragrance, offering a sensory experience that unfolds within the unique space of a virtual hotel. It was envisioned under the concept of an 'imaginary hotel' where one can escape the busy, dry routines of daily life and encounter a sense of personal relaxation and inspiration the moment they step through the door. Based on a virtual guest experience that provides sensory stimulation to an otherwise standardized daily life, the brand has built its own unique universe by blending the classic, luxurious mood of a hotel with a modern sensibility.

[Naming]
We derived the name 'HOTEL DAWSON' to convey the brand's identity in the most intuitive yet profound way. By establishing 'DAWSON' as a persona that evokes a classic and mysterious ambiance, we grant an immersive feeling as if actually visiting an authentic, premium hotel. This naming serves as the central pillar that runs through the brand's inherently luxurious yet secret emotions.

[Packaging Design]
The packaging design captures a balance between the classic values and modern sensibilities pursued by HOTEL DAWSON. By reflecting details inspired by actual hotel elements—such as hotel room numbers, key tags, and linen textures—into the packaging structure, we transformed the simple act of unboxing into a tactile experience akin to 'checking in' to a hotel. Furthermore, by matching refined, weightier typography with a deep and rich color palette, we visualized the brand's premium image, designing the products to serve as aesthetic objects wherever they are placed, be it a vanity or a bathroom.

[Art Work]
To heighten the immersion of the brand story, we developed sensory and symbolic visual artworks. Through sophisticated drawings reminiscent of virtual hotel spaces and graphic motifs that maximize storytelling, we completed a distinct visual identity exclusive to HOTEL DAWSON. These artworks are consistently applied not only to the packaging but across all of the brand's online and offline touchpoints, achieving a seamless and organic brand experience.

[Project Summary]
The 'HOTEL DAWSON' branding project is the result of total branding, meticulously driven under a cohesive creative direction from start to finish—spanning from the initial story planning that captures the essence of the brand, to the naming that opens up its universe, and finally to the packaging design and artwork that complete a sensory customer experience.