QT Hotels asked Toben to redesign their ‘Rooftop at QT’ bar brand. The new brand needed to work within the overarching QT brand proposition of ‘celebrating individuality’. The main requirement and challenge was the creation of just one brand – to grow traveller loyalty across multiple locations – with the flexibility to make each location distinctly unique, reflecting the individual spaces, experiences and hotel narratives.

We created a coherent master logo and graphic treatment that will be used across all locations, with imagery being led by the individual bar concepts. The modular logo celebrates the rooftop location that all bars have in common, by underlining the ‘roof’ of each application across multiple application formats. The lenticular graphic treatment brings a sense of mystery and intrigue to all identities, as well as an abstraction and artfulness that resonates well with the overarching QT brand. The individualised imagery can cover a large spectrum to speak to each location, whilst being tied together with by the lenticular idea and treatment.

The rooftop bar at QT Auckland was the first one to be implemented, with Perth and Melbourne to follow suit. None of the brands have been launched yet. On a business level, this modular solution has proven to be a cost-effective design solution, without compromising on the bespoke brand or customer experience.