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Qasa – 1

QASA

A hybrid brand blending homes with boutique hotels, sprinkled across Europe and Asia.

Brand Creation

Brand Strategy
Verbal Identity
Visual Identity
Sub-brands
Brand Collaterals
Sustainability Consulting

Industry

Hospitality, Realty

Location

Europe, Asia

Come Home

Turntable was invited at the conceptual stage of the journey, where we worked closely with the founder to fine-tune the vision and develop a cohesive product and brand. A unique offering where people could own a second home around the world, which operates like a boutique hotel with a high level of service tailored to the individual. This hybrid home-hotel model meant that we had to carefully craft the brand positioning so that we could cater to both the homeowner and guest. The brand story is built around living an idyllic home experience in some of the most captivating destinations across Europe and Asia, spaces where people feel like they belong and want to return to.

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Brand Name & Nomenclature

There is more to the home than meets the eye, so we riffed off the word Casa (‘home’ in several languages) and created the name Qasa. Since each home and destination is unique, we created a nomenclature system for the property names to be an extension of the brand name. Thus creating continuity and recall for the primary brand name while creating individuality for each property. The naming system is infinitely extendable and allows the brand to grow harmoniously.

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Brand Signature

We designed a custom ‘Q’ that integrates with the logotype and the property names but generates visual interest as a stand-alone brandmark. Perched inside an oval band that mirrors the form of the letter Q, the brandmark is a visual signature that will be used more than the brand name. We wanted to avoid over-branding properties as is typical of hotels. Instead, we intended a subtle presence.

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Brand Element

Since ancient times, Copper has been a metal associated with ideas of protection, health, wealth, and prestige. We introduced this as colour, texture, and physical material that would occupy a significant space in the brand identity. It goes on to make the brand’s presence felt even when branding isn’t applied.

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Experiential travel sub-brand

Qasa wanted to offer its residents a chance to make the most of their time away from home/work and in a vibrant destination. With that in mind, Q-Escapades was created as a sub-brand focused on self-discovery and cultural immersion.

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OTHER WORK

RIBBON

Grow Together

■ FINTECH ● BRAND CREATION

CIRCLE SIXTY NINE

Where nature, art and food nourish

■ RESTAURANT ● BRAND CREATION

CHINDI

Made from nothing

■ LIFESTYLE ● REBRAND