VAYA Hotels & Retreats
A new hotel in Hat Yai, built around the idea of an everyday escape.
VAYA was created as a new kind of stay in Hat Yai, combining the convenience of being in the city with the space and greenery to slow down. Designed for short stays, weekend breaks and everyday getaways, the hotel offers a change of pace without having to travel far.
Brand Strategy
The Urban Escape
The brand was built around a simple idea: The Urban Escape.
Rather than positioning VAYA as a destination removed from city life, we embraced its place within it. The hotel gives guests access to everything Hat Yai has to offer, while creating a calmer environment to return to, with open spaces, greenery and room to unwind.
This idea became the foundation for both the brand and the guest experience.
Naming VAYA
As part of the project, we developed the name VAYA.
Short, distinctive and easy to say across languages, the name was chosen to feel fresh and memorable without carrying an overly literal meaning. This gave us room to build a brand around it that could grow with the hotel and become recognisable in its own right.
Your Everyday Escape
The positioning led to the tagline Your Everyday Escape.
It captures what VAYA is designed to offer: a break from routine that doesn't need to be reserved for a long holiday. A weekend away, a short stay or simply a different pace for a few days.
The Identity
The identity was developed from the brand strategy, with the architecture becoming an important source of inspiration.
We translated shapes and details from the building into a distinct visual language for VAYA, using them as the foundation for the wordmark and graphic system. This allowed us to create an identity that feels unique to the hotel and naturally connected to the space it lives in.
The colour palette brings warmth to the identity. Red and orange form the core of the palette, chosen to make VAYA feel welcoming, approachable and like a place to feel at home. Green brings in a connection to nature while giving the identity more flexibility across different spaces and touchpoints.
Together, these elements create a modern, timeless identity that feels distinctly VAYA and at home within the hotel itself.
A New Stay in Hat Yai
More than creating the identity for a new hotel, the project was about defining what VAYA could mean within Hat Yai.
A place that feels connected to the city, but offers a different pace within it.
Your Everyday Escape.
Name Development
Brand Identity
"VAYA’s identity takes its cues from the architecture of the hotel. Forms and details found throughout the building shaped the visual language, creating a timeless identity that feels naturally connected to the space."
"VAYA offers a different pace without feeling removed from Hat Yai. We developed the brand from strategy and naming through to the full visual identity, creating a hotel that feels relaxed, social and connected to its surroundings."
