Description:

Lub d is a chain of affordable hostels in Southeast Asia. Following a period of rapid category growth and the boom of “social hotels,”, Lub d was left unsure of its role in the market. They weren’t quite a party hostel, nor a modern social hotel. The properties varied in design and quality across locations, and organised tours were becoming a larger and larger part of the offering. As a result, Lub d was struggling to make their case to inbound travellers.

They approached DesignStudio APAC to help reposition their business, brand and guest experience as they continue to scale across the world’s most exciting travel region.

We got started in true DesignStudio style, getting out into the markets, diving deep into the hostel experience, staying at each of their locations, taking tours, getting off the beaten path, meeting locals, hosts and guests.

From Koh Samui to Siem Reap, Bangkok to Manila we began to uncover what made Lub d unlike any other hostel in the region.

Lub d excel at facilitating firsts. Whether it was your first time petting a pig on the beach, watching the sunrise over Angkor Wat, sharing a room with strangers or taking a shot of Baileys while having a baking tray slammed on your head. Lub d know how to nudge guests out of their comfort zone.

We captured their ambition to shake up travel with a playful and provocative brand strategy 'Go Brave.' Under this banner we transformed the brand into one which challenged travellers to try new things and leave with the unforgettable stories they came to create.

Inspired by the region’s colourful and vibrant signage, the identity system helps guests choose bolder and braver options which ultimately reward more rewarding experiences.

A custom typeface ‘Pad Type’ brings together design traits of regional character sets to create a quirky and playful language. With three weights mild, medium and hot used interchangeably across the identity to bring the brand’s voice to life.

Illustrations and the brand system evoke local signage of a densely packed Bangkok street or a Philippine night market. An energetic and playful brand which says ‘this way to something new.’

Working closely with the local teams in each property, we helped bring the brand to life on site, from staff merchandise and host kits for tours to helping the team curate and design distinct experiences to support and expand the proposition.

On the ground the brand nudges and provokes guests to step outside their comfort zone, spark up conversation with someone new or try a tour they might never have considered, all the while knowing that Lub d has their back.

As the world starts travelling again and we all yearn to make some new memories, we’re proud to have helped Lub d reimagine what the Southeast Asian hostel experience can be.

Lub d Immersion Film
https://vimeo.com/725531829/7ecbeaaf40

Lub d Brand Film
https://vimeo.com/725531717/72b792c00d

Lub d Poster Gif
https://vimeo.com/725533822/3367b18120

Lub d Website
https://vimeo.com/725532106/e0b4199fa6

Lub d Typeface
https://vimeo.com/725532059/1dbc551628

Lub d Social
https://vimeo.com/725531965/e5dcf02699