Generator hostels: rebrand
Redefining the
hostel experience
Generator Hostels was an established and successful, family-owned operation with two properties in London and Berlin. A private equity takeover brought an aggressive growth strategy and bold vision — to create design led, affordable and social accommodation.
Briefed with creating a young, energetic brand that reflected this unique offer — we tapped into the insight that experiences not beds were the #1 consumer priority. Youthful, raw photography focused on soaking up the sites and the new friendships forged. A direct, attitude packed tone of voice gave consumers a clear call to action.
Focusing on the 'G' from Generator, the logo was crafted to resemble the lighting bolt energy of the brands young guests. This expressive language carried through to a secondary illustration style that informed POS, wayfinding and signage.
Generator is Europe’s fastest growing hostel brand. Increasing the property count from two to eleven, with American locations in the pipeline.
Wayfinding
Food and beverage POS
Transform Awards 2014
Silver: Best use of tone of voice
Silver: Best identity from the tourism sector
WPPED Cream Awards 2014:
Highly commended: Design & branding, hospitality & leisure
Fast Company
Top 50 Most Innovative Global Companies