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The Guardian
An Ayurvedic collagen brand caught between looking ancient and looking clinical. I built one identity — packaging, SKUs and social — that reads warm, modern and credible at the same time.
YEAR
2024
ROLE
Brochure and flyer design, layout structuring, brand extensions
CLIENT NAME
The Guardian Hostel
TIMELINE
X weeeks
WHAT CHANGED
01
Calm set as a brief, not a mood
02
Amenities structured, not listed
03
Warm neutrals over hostel-bright
The problem
Hostel marketing tends to shout — bright colour, party imagery, dense amenity lists. A boutique hostel sells the opposite feeling, and it sells it to someone deciding whether an unfamiliar place is safe. The print had to carry reassurance before it carried information.
What I changed
I treated calm as a functional requirement rather than a style. Soft neutrals, spacious typography and warm lifestyle imagery set the tone; ASAR type adds personality without losing the beige palette’s warmth. Layouts structure services, amenities and brand values into clear tiers so a guest finds what they need without scanning a wall of bullet points — because density itself reads as stressful.
What I learned. In a polarised category, the gap in the middle is the opportunity. Most brands pick a side because it’s easier to brief — the harder position is the one nobody owns.
What happened
Stronger brand perception, better readability, and improved guest engagement with informational materials — a reported 14–17% improvement.
What happened
Brochure, flyer and brand extensions share the same rules, so the material in the room matches the material that brought the guest there.
Hospitality print that doesn’t match the stay?
The feeling is the product. Send me what you hand guests now.
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