Tripas-coração
rebranding
Brand Strategy :: Futurista
Design :: José Maria Cunha
Digital branding :: Maria Adelaide
Project Management :: Futurista
Project type ::
branding
Challenge
Fuga (Escape) is a local luxury accommodation operating in OPorto, born with the rise of online house rental as booking and airbnb. They contacted Futurista because they wanted to grow independence from digital channels to preserve their informal, local character. They asked Futurista to look at the brand concept and experience and create a distinctive concept.
Process
The process involved competition analysis, and internal strategic and creative workshops.
Process
The process involved competition analysis, and internal strategic and creative workshops.
The Apartments’ cosmopolitan character — a mix of authenticity of old northern houses with the comfort and minimalism of contemporary architecture, the were identified as a common apartments trait.
Other key differentiating factor was the friendliness of the hosts, that personally get involved with guests to show them around and take them off the beaten track.
This friendly atribute extends to the network of local craftsmen and creators gathered around Fuga that furnish and supply all the apartments.
Solution
This big family of local friends was the brand key differentiation, a principle to be stretched into the brand central concept, on the one hand, to deliver a different set of services to guests, such as delivering breakfast, to make the brand more competitive when compared to serviced apartments; and, on the other hand, to allow guests to interact with local people, that starts with the apartment owners and expands to other local residents.
Solution
This big family of local friends was the brand key differentiation, a principle to be stretched into the brand central concept, on the one hand, to deliver a different set of services to guests, such as delivering breakfast, to make the brand more competitive when compared to serviced apartments; and, on the other hand, to allow guests to interact with local people, that starts with the apartment owners and expands to other local residents.
The brand identity kept this personal side, by the development of specific touch points that encourage guests to go into an immersion journey into the city, speak to people and make friends.
The owners memory album is filled with clues, spots and paths to explore, and many locals to visit and befriend. In an empty map you can make your own annotations and design the experience that best fits you.
The identity should focus on movement and the synchronicities that happen when we connect with someone at a deeper level — in this case, we suggested anamorphic messages hidden when you least expect it.
The brand identity kept this personal side, by the development of specific touch points that encourage guests to go into an immersion journey into the city, speak to people and make friends.
The owners memory album is filled with clues, spots and paths to explore, and many locals to visit and befriend. In an empty map you can make your own annotations and design the experience that best fits you.
The identity should focus on movement and the synchronicities that happen when we connect with someone at a deeper level — in this case, we suggested anamorphic messages hidden when you least expect it.
We also proposed to change the name Fuga because the concept being defined is not one of escaping but one of immersing into the city, it is linked to movement, connecting and the synchronicities that happen when we connect to something or someone at a deeper level. This movement and synchronicity can be felt in the brand identity.
The naming we got to is tripas-coração, a Portuguese expression that means to have guts or courage (tripas) and heart (coração): we try anything to make something happen — a character that everyone recognises to northern Portuguese people. Tripas is also the name of a typical OPorto dish, which connects the naming to the place. We also chose the name as an ice-breaker: so foreigners could read and learn to say a typical Portuguese word as coração, with letters and signs they will learn the sound for the first time.
