Canela - Organic Luxury Hotel Brand Identity

How we crafted The Soul of CANELA, an organic luxury hotel in Florianopolis (Brazil).

From an idea to a concept, from a concept to a brand identity with a unique soul.

We wanted to capture an organic luxury hotel that nurtures you.

So after our Strategy Session we came with a Brand Concept:

“A sophisticated organic ritual connection”

Brand concepts are the key element to building any brand. We use them as the filter and the foundation for crafting everything. This is what we feel when we see any collateral of the brand.

Without them, your brand will have no soul and 0 congruency.

After the brand concept, we start creating the vision of this new brand:



“To harmoniously connect, inspire and nurture our clients in a visionary and vanguardist culture.”



This is how we turned the intangible into the tangible with Canela’s brand identity.