Chateau Tiguidou is a cheeky alternative to the typical French Canadian hotel in Quebec City. The name Tiguidou is a French Canadian word that means "a-okay", "peachy" "just fine" and is used in jest. The hotel aims to be hip, playful and Parisian-inspired while maintaining a fresh local to Canada feel. The Parisian touch comes through primarily in art deco referencing patterns, colors and typography, but is used in new hip and playful applications.
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The target audience is a young, adventurous, creative crowd. The hotel aims to have quality in everything they do, so the target audience has a budget to allow for unique experiences.
The contact cards use rich colors for the high end boutique hotel, and the solid blue brand pattern. The layout is asymmetric and has the unexpected touch of the website running vertically. This also brings attention to the website and helps drive traffic there.
The stationery letter uses brand patterns with a watermark and brandmark tucked into one of the squares of the pattern. The envelope opens to reveal a hidden message - "escape the mundane." These playful touches, used throughout the brand, help reinforce the adventurous qualities of the hotel and its guests.
Shown are the other sides of the stationery. The front of the envelope is clean and clear with the brandmark and return address. The letter uses asymmetric layout over the watermarked tagline to emphasize the hip, playful, unknown aspects of the brand.
The advertising campaign for Chateau Tiguidou highlights a variety of ways to escape (the mundane). This magazine advertisement shows a moody photograph that focuses on the architecture around the hotel with the tagline "stroll down cobblestone streets." Imagery uses the brand colors and tone, and typography is asymmetric and unexpected.
This pedestrian advertisement, to be located in Quebec City, portrays the 36th way to escape, "Watch your friend rule karaoke." This fun image shows a candid shot of an event that would take place at the hotel. It encourages passerbys to check it out, whether or not they are currently staying in the area. It also alludes to the subbrands of the hotel - Celeste Day Spa and Le Olivier Southern French Restaurant.
A third iteration of the "Ways to escape in Quebec City," this billboard shows a candid, playful photograph of friends relaxing in a hot tub. The visual style uses brand colors and is appropriate in the wintry city. The activity of post-toboggan sledding steam bath is directly related to Quebec City, emphasizing the specific location and atmosphere of the hotel.
The hotel facade adds a hip touch to a traditional Quebec City street. Located in a historic building, the hotel builds on the tradition of the city while adding a fresh voice to the landscape. The tagline is used in large type across the front, and the logo becomes secondary. It shines through in a light neon, keeping things playful (and instagrammable).
The hotel icon uses the brandmark with an extra color to help it pop and enforce brand colors. The loading screen uses the neutral blue-grey pattern and calls itself 'Your guide to fun in Quebec City." Different color combinations of the brandmark and secondary text are shown.
These three app screens add to the overall experience of the hotel. The first shows the three brands: the main hotel, the in-house restaurant, and the day spa. The center screen allows the user to see availability, book a room, or extend their stay if they're having too much fun to leave. The third screen enhances the brand both during the stay and at home by allowing you to play curated songs from their playlist of French indie pop music reminiscent of the hotel brand.
Thanks for checking in to Tiguidou. We hope you enjoyed your stay.
