Duna Lenta: arrive slowly.

Hotel, restaurant and spa in Comporta. Luxury travel has moved from things to time: Bain finds experiences outpacing goods. Comporta, two hours south of Lisbon, sells exactly that, but its hotels speak the same beige wabi-sabi language of thatch close-ups and script. Duna Lenta gives one gesture the whole job: the wind lines a breeze leaves on a dune. It runs from the gate to the key fob to the spa jar, slowly.

Project: Self-initiated
Sector: Boutique hotel
Market: Comporta, Portugal
Brand book: 98 pages

Duna Lenta is a fictional brand we created to show our complete process. The market research is real; no client, results or testimonials are implied. Scenes like the one above are concept applications of the final logo files, not photographs of real placements.

The brief

Positioning before pixels.

For travellers who want to slow down, Duna Lenta is the Comporta hotel, restaurant and spa that runs at the pace of the dunes, because rest is the real luxury.

Tagline: Arrive slowly.

The idea

'Duna lenta' means slow dune. Three wind lines drawn in sand.

Duna Lenta graphic language page — Graphic language, from the brand book

Creative directions

15 directions, one choice.

After research and strategy, we explored 15 distinct directions as concept boards. The chosen direction was then redrawn by hand as a precise vector system. Shown: the chosen direction and three alternatives.