Responses by Caserne
Background: The Hotel Motel project came out of a meeting between three passionate artisans working in Montréal’s leather industry. The atelier decided to revive the leatherwork and shoemaking industry with the creation of high-end unisex sneakers. Launched as a rebuttal to consumerism and mass production, the mandate was to develop an identity that plays off the contrasts, while playing up the elite-popular paradox that is at the heart of Atelier Hotel Motel.
Reasoning: We played with the sonorities of the words hotel and motel and we used the same system in our redaction. We did research on the high-end shoes and that vocabulary became our identity.
Challenges: The duality between the words hotel and motel; the name represents the paradox between the elite and the popular. The most challenging aspect was to find the right balance—creating a luxury brand that is also accessible.
Favorite details: The logo! We find it clever and well-balanced.
Visual influences: Old-school Florida motels.
Specific demands: The easiest part of the project was the trust established between our client and us. Our client gave us carte blanche; we were free to explore and do what we wanted!