The Brand Identity

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Goldberg Cohen devises an energetic identity for ‘alternative hospitality experience’ The PPL

Located in Porto’s Boavista neighbourhood, The PPL combines dormitory-style bunk bed arrangements with a limited number of private suites. With the doors of the high-end, low-cost ‘alternative hospitality experience’ set to open in the summer of 2021, Tel Aviv-based creative consultancy Goldberg Cohen was commissioned to devise its visual identity.

Building on The PPL’s people-focused primary concept as ‘Your Routine Breaker’, Goldberg Cohen introduced an energetic system of repeated ‘P’s to represent the hostel’s dormitory-style approach. On choosing Family Type’s Athletics to execute their concept, the studio explain that they like how “it seems like a conventional sans serif at first glance,” but has “quirky proportions that convey a sense of fun” when you look closer.

Goldberg Cohen was also involved in The PPL’s strategic planning and furniture design; a role which has seen them develop its full bunk bed system, interiors and artworks alongside an industrial designer and Porto-based architecture practice A43. In order to communicate their bold ideas to the hostel’s decision-makers, the studio developed a series of surreal 3D visuals that combine their actual propositions for rooms with conceptual spaces designed to flatter their furniture designs.

Typeface: Athletics by Family Type

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