Understanding Songkhla

The project began in Songkhla, where we were invited to spend time with the family and experience the city first-hand.

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We held our discovery workshop in person, visited the hotel while it was under construction, explored Songkhla's streets, murals and food, and spent time with the family's collection of ceramics, porcelain and antiques.

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For a hotel so closely connected to its location and family history, understanding the place became an important part of building the brand.

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A Legacy That Blooms

From the strategy came A Legacy That Blooms, a brand direction centred around the lotus.

The concept connects the family's roots in Songkhla, the story of Prapai and the family's collection of art and ceramics. Rather than treating heritage as something from the past, the idea became about allowing that legacy to continue and grow through a new generation.

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Building the Identity

The logo brings the different parts of the brand story together in a single symbol.

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Its main form is a ceramic plate, referencing the family's collection of antique ceramics and porcelain. Along its edge sits the shape of a green lotus leaf, while at the centre is a custom lotus flower symbol. Within that flower, two additional lotus forms are hidden, allowing the same mark to reveal three different flowers across the identity. The connection between the lotus and the family's ceramics is central to the brand direction itself.

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The lotus also informed the wider colour direction. Layers of green move through the identity and into the hotel, including our idea for each floor to gradually transition from deeper greens towards lighter tones and finally white as guests move upwards, mirroring a lotus growing from its leaves towards the flower.

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Beyond the identity, our work has continued across signage, hotel amenities and other physical touchpoints as Songkhla Prapai moves towards opening.