The parent brand I chose to create a hypothetical hospitality brand extension for was Freitag, which is a Swiss fashion brand, known for its one-off bags made from truck tarps. Freitag is a brand that is committed to circularity. Retour is an extension of Freitag’s initiative to help the world shift toward a circular future.
A future that involves returning, reusing, repairing, refurbishing
and recycling existing materials and products for as long as possible. The guesthouse experience is about educating people about small shifts they can make in their lifestyle.
The monogram and word mark express this shift in two different ways — through a cut closed loop and through perspective. The graphic language of the brand is based upon abstraction and scaling, which is inspired by Freitag's process of bag-making and the cutting of tarps.
