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.
SCOPE
Visual Identity · Logo · Packaging · Website · Editorial
role
Senior Designer
In collaboration with
Creative Director
The Brief
Create a cohesive visual identity for a Moroccan boutique hotel that captures its warmth, craftsmanship, and luxury, while building a versatile system that can carry the brand across guest touchpoints from stationery and packaging to digital experiences.
Building the identity
Drawing from Morocco’s architecture, craft, and landscape, the identity combines traditional influences with a contemporary, refined aesthetic. The logo brings together a Moorish horseshoe arch, a riad fountain, and a 12-point star extended with sun rays, while the colour palette is inspired by The Red City's architecture and landscape. Geometric patterns inspired by Moroccan zellige tilework extend the visual language across the brand.
bringing the brand to life
The identity was carried across a range of physical and digital touchpoints, from stationery and tote bags to the website. The website extends the calm, luxurious atmosphere of the hotel through an intuitive layout, immersive photography, and a refined typography system, giving prospective guests a glimpse into the Safa experience before they arrive.
the outcome
