Dao by Dorsett

Dao by Dorsett is a new line of 'aparthotels' under the Dorsett hotel group. The brand name 'Dao' is derived from Daoism, a philosophy that encompasses principles of proper human behaviour. This inspired me to create a hotel identity that cleverly hints at the depth of knowledge behind the brand's philosophy. By carefully eliminating every unnecessary element and focusing solely on the basic and simplest elements found within the letters - perfectly round shapes and curves - I crafted a set of delicate, minimalist on-brand collateral that embodies the essence of the brand. The designs evoke a sense of tranquility, harmony, and subtly nod to Eastern philosophy.