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Introduction

1.1    Interpretation of the task

The Cuckoo’s Nest is a new hostel opening in Hoi An, N/ietnam. The establishment is most likely to open at the end of summer of 2020 and is currently in a planning phase.

The main goal for this project wast to create a strong brand and some statlonary items that the Client could use in the futurę. The semester project included creat-ing a logo, a visit card, a two fold brochure, coasters and a poster. It also included putting together a Brand Style Guide for the Client to give a elear guidance on hew to properly use the hostefs brand.

1.2    Strategie design, concept, target group

CONCEPT

The generał concept for this new establishment is to create a hostel which provides a fun and relaxed space and promotes a family like environment. My Client wishes to aim for the social atmosphere of a great party hostel with the comfort, service and professionalism of a hotel. Hostel mission is to create a home away from home for their guests and prcvlde a wlde rangę of fun activities on the property.

TARGET GROUP

The Cuckoo’s nest will try to appeal to the slightly older and morę affluent traveler than most backpacker hostels. By putting slightly higher prices on the accommodation they hope to attract a bit morę prosperous travelers who are willing to spend morę in order to gain the comfort of premium sleeping arrangements and bathrooms. While providing a morę maturę approach they will still make some alternatives availabie for a younger crowd.

My Client wants to cater to solo travelers, couples and the groups traveling together of no morę than four people. Their goal is to generate an atmosphere of mingling between guests and to create an environment where travelers meet one another.

My Client desires to specifically target and market to female travelers as by his experiencei hostels work best when there is a good balance of małe and female guests. Party hostels tend to attract morę young males in South