Hidden in the heart of Morocco, Safa is more than just a luxury hotel; it's an escape into serenity. Designed for travellers who seek refinement, peace, and authenticity, Safa blends traditional Moroccan craftsmanship with contemporary elegance. Every detail is curated to provide an unparalleled experience, where the beauty of the surroundings meets world-class hospitality.
Visual Identity, PACKAGING, website
Lead Designer
Logo
Designed to capture the serene and luxurious essence of the hotel, Safa's logo blends traditional Moroccan architecture with contemporary elegance. The icon combines a keyhole (or horseshoe) arch found in Moorish architecture and a courtyard fountain that evokes the tranquil atmosphere of traditional riads. Above is a 12-point star, a common geometric motif used in Islamic art and architecture, extended with sun rays to capture the radiant atmosphere of Marrakech.
Website
The hotel's website was designed to reflect the same sense of calm, luxury, and authenticity found throughout the hotel experience. With a clean and intuitive layout, the site prioritizes user experience, allowing visitors to navigate effortlessly while exploring the hotel’s rooms, amenities, and atmosphere. Large-scale photography plays a central role in the design, showcasing the architecture and interiors to create an immersive and aspirational experience. The typography system was chosen to create strong visual hierarchy, pairing The Seasons for elegant, expressive serif headlines with Soleil for clean and highly readable body copy.
Patterns
A set of brand patterns were designed for Safa, inspired by traditional geometric zellige tiles and the brand icon. These patterns are typically created around an 8-point star and adorn walls, floors, fountains, palaces, and courtyards. In Safa's case, the brand patterns appear on things like stationary and tote bags.
Colour
Burnt umber and clay tones were chosen to reflect the buildings and warm earth tones found throughout Marrakech, also known as "The Red City". Brassy gold adds a sense of luxury and sky blue is a fresh accent inspired by Marrakech's sunny weather and blue skies. The palette is accompanied by warm muted neutral shades.
