Esencial is a new chain of budget hotels that belong to the Estelar hotel corporation. They were created as a result of a segmentation strategy aimed at fulfilling the need for a good quality, low budget hotel with basic services.
MARQAS created a brand identity for Esencial based on the service offerings planned for the new hotel chain. The new logotype reflects the concept of ‘basic or fundamental’, through the combination of a simple geometric figures and the word ‘Esencial’ written in a clear and contemporary typography. The system uses the color red and its complementary tones to convey a sense of leisure and tranquility. The new brand was launced on billboards and promotional ads in magazines. Esencial plans to enter the market with a new brand identity aligned with an innovative concept of basic services.